Yorkshire Water has launched its Coast To Boast About campaign, created by Iris Associates, by breaking the Guinness World Record for the number of sandcastles built in one hour on the beach at Scarborough.
Members of the public built 683 sandcastles – 112 higher than the previous record – as part of a £110million investment by the utility company and partner organisations to improve the Yorkshire coastline.
Aimee Linfoot, communications officer at Yorkshire Water, said: “The campaign Iris created is very strong, totally on brand and appealed to both our key audiences - residents and visitors. The attention to detail on the day was amazing, with branded flags fluttering on all 683 sandcastles once the record was confirmed, as well as branded beach huts and hoardings.
“Such strong visuals should mean local people and visitors now recognise the Coast To Boast About campaign and understand how we’re working with other local organisations to create some of the best beaches and bathing waters in Europe.”
The campaign aims to show what is already underway on the Yorkshire coastline.
Iris designed three beach huts, each of which included a video pod so users could tell their memories of the seaside, with the clips to be used in social media campaigns and future marketing material.
Maria Vardy, managing partner at Iris, said: “We’ve been involved in the campaign from its inception. It has been great fun to be involved in the initiative. It’s a huge investment into the Yorkshire coastline.
“People feel very passionate about the British seaside so we were delighted so many people came along to take part and help us break the world record.”