High Road’s BOATsmart team, a coast to coast ensemble, came together in August to celebrate the exciting results of this year’s fantastic campaign.

And what better way to do that then to safely head out onto the water for an afternoon of wakesurfing with the amazing BOATsmart Canada?

This was a busy season for BOATsmart, which saw an industry-impacting government announcement, a well-attended awareness day at the Toronto Harbour, several long weekend campaign blitzes in the name of safety, and a successful national media tour.

Together High Road and BOATsmart not only told hundreds of safe boating stories, garnering coverage from media outlets across the country, we also saw the impact a powerful PR strategy could have on the actions of the BOATsmart audience. Dramatic spikes in web traffic demonstrated Canadians turned to BOATsmart to both get educated on safe boating practices and obtain the Pleasure Craft Operator Card.

After reviewing the strong relationships BOATsmart had built with media – and discussing the wealth of opportunities we’ll have for next season – it really was time to celebrate.

For those not familiar with wakesurfing, it’s done like this: A boat weighted to one side creates a small wake and the surfer, standing on a small board, is towed forward to gain momentum manoeuvre onto the wake. Once inside the wake, the surfer can let go of the tow rope and ride to their heart’s desire, mimicking the real deal usually only done on the ocean.

It has to be said, BOATsmart made it look so easy.

Perhaps a little inexperienced, that didn’t stop us: Like true, fearless PR practitioners, High Road’s Steve, Whitney and Reena dove right in.

We had a blast! Big thanks to BOATsmart for taking us out on the water! It was a great way to celebrate a successful season of safe boating communication.