Case Study – Dragons Abreast event promotion
The enthusiastic involvement of the whole Connecting Images team resulted in a magnificently successful regatta on a grand scale, when the 'pink ladies' took to the lake at Caloundra.
Over 2,000 breast cancer survivors from around the world gathered in Caloundra on Queensland’s Sunshine Coast in September 2007 for the largest dragon boat regatta ever held in Australia.
The ‘Abreast in Australia’ (AIA) event showcased the breast cancer cause and the courageous pink ladies, with their commitment to an active and adventurous life despite the disease. Paddlers certainly demonstrated that breast cancer is not a death sentence.
“An event of this magnitude – comparable, in terms of participant numbers, to the Winter Olympics – is a massive undertaking and was over two years in the making. The promotion of the event and the launch of our book ‘A Dragon's Tale’ through the media by Connecting Images was fabulous.
"The CI team contributed way beyond our expectations, and we were delighted that everyone in the company got involved in so many different ways. They were always available and, most importantly, thoroughly understood what Dragons Abreast wanted to achieve - and helped us to achieve exactly that!”
Michelle Hanton, AIA committee organiser
The gala weekend included opening and closing ceremonies, a street parade, race days on both Saturday and Sunday, workshops and celebratory parties.
With attendance topping 6,000, the activities program was overflowing!
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