ICF appoint Redtorch to help engage recreational paddlers worldwide

The International Canoe Federation (ICF) has selected Redtorch to deliver a global campaign to engage recreational paddlers prior to Tokyo 2020.

The campaign will target paddlers of all ages and skill levels around the world, and encourage them to get out and give the sport a go.

"One particular area of interest for the ICF right now is connecting with recreational fans across canoe, kayak, and also stand-up paddleboard (SUP), which is one of the fastest growing sports in the world," ICF Digital Media Manager Adam Collins said.

"As an international federation during a global pandemic, it’s vital we encourage people to explore new ways to exercise. This is just one of the things we hope to achieve with the campaign."

Mr Collins said it was exciting for the ICF to be working with Redtorch on such an innovative project.

"This is a really exciting brief and we are looking forward to developing a campaign that will help the ICF develop its brand beyond sport into the world of active lifestyle, travel and recreation," said Redtorch Creative Director Matt Weiner.

"This is a fantastic example of the way our data, strategy and creative teams work with organisations to identify and deliver audience growth."

The campaign is set to launch in February 2021 and run until May 2021.

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