The lifestyle content was getting attention. The challenge was reaching people who would actually book.
Travel & Surf Experiences
School of Barrels
School of Barrels — Marketing strategy, bilingual website and sales system for a surf coaching brand. Attracting the right audience and turning interest into bookings.
3 months · Brazil
Context
School of Barrels is a surf coaching brand that teaches barrel-riding technique, breathwork and personalised coaching, through surf trips, online coaching and courses. Founder Lucas had strong content and an engaged community, but no bookings. He needed the right audience, a clear message and a simple path from discovery to purchase.
Approach
01 — Defined the brand positioning, target audience, product structure and customer journey. We focused on reaching potential customers beyond the existing network of fellow surfers, while expanding the brand’s appeal beyond Brazil. 02 — Connect content with customers We wrote a 3-month marketing and content strategy based on what the audience wants and how they like to be spoken to. The focus shifted from engagement to potential buyers. 03 — Website & online shop Built a bilingual website with an online shop. School of Barrels now has its own digital home, separate from the boat charter.
Impact
0 → 10 students: first trip sold out within 3 months of the website launch $33,000 in gross bookings First international group (Australia): validating the English-first repositioning
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