Kia takes to the waves as Boardmasters auto sponsor

Boardmasters PR image

South Korean carmaker Kia has been named as the official automotive partner for Boardmasters, Cornwall’s own surf and music festival from live entertainment specialists Vision Nine. 

The deal was negotiated by JUMP, Havas Media Group’s content and culture division.

Kia worked with JUMP to identify and secure a strategic partnership that would bring its ‘Movement that inspires’ mission to life in an engaging and tangible way for the festival’s youthful target audience.


The partnership with Boardmasters, which takes place in Newquay, Cornwall from 11 – 15 August 2021, will communicate Kia’s new brand purpose as the brand shifts towards a future of electrification and sustainable mobility. 

JUMP will activate the initiative via a content partnership with LADbible Group, as well as facilitating on-site experiential, influencer activity with VCCP London, and owned social promotion.

As well as negotiating the deal, JUMP is also acting as lead agency for the initiative, coordinating all stakeholders and ensuring that ‘Movement that inspires’ runs through all content created with chosen media partner LADbible Group.

The culture and content agency is collaborating with Kia and LADbible Group to develop a social-led content series, showcasing Kia’s partnership with Boardmasters. 

The two-part series will be split across LADbible Group’s UNILAD and UNILAD Adventure brands, reaching an audience of almost six million, and will feature surfing, yoga talent and showcase the Cornish coastline, allowing Kia’s audience to better understand ‘Movement that inspires’.

Kia talent will take over UNILAD Adventure’s Instagram Stories, with GoPro cameras capturing the full surfing experience to encourage audiences to pause and embrace the Kia mindset. 

Calming ASMR-style graphic stories, featuring the ocean as a soothing backdrop, will be shared on UNILAD’s main Instagram Stories to help encourage the audience to breathe meditatively.

VCCP, which oversees Kia’s social, influencer and CX business, is selecting surfing, yoga, fitness and DJ talent relevant to Kia’s brand ethos and the themes of the festival, some of whom will host bespoke sessions at an on-site ‘Inspiration Zone, created by Fusion Events. 

The Inspiration Zone will see Kia activate ‘Movement that inspires’ through a variety of classes and engaging experiential activations designed and curated by Fusion.

Boardmasters 2021, which takes place across Watergate Bay and Fistral Beach, bringing world-class surf and music to Cornwall, is headlined by Foals, Gorillaz and Jorja Smith.