Havaianas Thong Challenge to kick off Aussie Day festivities among iconic beaches via URBAN

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Havaianas 2012 - URBAN.jpgTomorrow marks the eighth annual Havaianas Thong Challenge, and will kick off Australia Day festivities yet again at five of the country’s most iconic beaches including North Bondi, Cottelsoe, Mooloolaba, Glenelg and Torquay main beach in an activation via URBAN and Havaianas (Aqueo Imports).

Event information and registration details can be found at the official Havaianas Thong Challenge website or at the Havaianas Australia Facebook page. For a wrap-up of last year’s world record achievement, visit URBAN’s website.

The Havaianas Thong Challenge has evolved to become an Australia Day tradition for upward of 7,000 participants and for media nationally, who chopper in cameras to capture this huge, uniquely Australian floating-spectacle for their respective Australia Day coverage each year.

The event has also been listed on the Australia Day Council’s official Australia Day Events Calendar – cementing its place and relevance to our national day, and indeed our culture.

Says Havaianas spokesperson: “Our original brief to URBAN was to create an Australia Day tradition and promote its association with Havaianas. The event’s year on year growth is testament to our success. The Havaianas Thong Challenge has really transcended our original objectives to become a significant part of Australia Day festivities around the country.”

Says Ryan McDonough, URBAN co-founder and event director: “The Havaianas Thong Challenge is the most successful and enduring example of experiential marketing Australia has seen. There are not many people you meet who do not know about it, or know someone who has participated in it, which is a powerful litmus test for any experiential marketing campaign. In addition, our success developing in-land ‘backyard’ Thong Challenges in 2012 is further testament to the growth potential of the event.”

Australia Day 2012 saw Cottesloe (WA) in searing 44 degree heat take out a new world record of 2,088 people joined together and floating on giant Havaianas. Who will take out the trophy and world record this year?

Consumer PR and Social for Havaianas Thong Challenge are being handled by Klick Communications.