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Danny Does China

This historic first, world-record breaking event urgently required a comprehensive multimedia portal and aesthetic for all promotional and marketing materials. The eleventh hour brief required an immediate turn-around of advertising, invitations, merchandise and skateboard designs, which resonated the look and feel of such a major, international sporting achievement.

The ‘look and feel’ and the mini-website would also appeal to the considerable demands of a variety of cultural and corporate sensitivities, whilst also connecting with the style of the athlete involved. Effectively communicating Danny Way’s achievement would also elevate his profile in the general media and the profile of skateboarding as a legitimate athletic pursuit.

The mini website dannydoeschina.com has become one of the most visited websites of any action sport event in history. Over 900,000 people visited the website in the three weeks since it was first published, and the public registration generated nearly 10,000 names for the database in the immediate half hour surrounding Danny Way’s jump over the Great Wall Of China.

For international media, the benefits of the locked media section were staggering. Every metro, regional and most suburban daily’s and weekend papers utilised the imagery supplied. All cable and network TV news and sports programs covered the story and both metro and national radio broadcasters communicated the event to the nation.