CASE STUDY: EVENT DEVELOPMENT & MANAGEMENT
Drowned Island Challenge
1. Introduction: What Is the Drowned Island Challenge?
The Drowned Island Challenge is a multi-sport destination event held in Anegada, British Virgin Islands. Following a triathlon-style format across two days, competitors take on six races: one run, one swim, and one paddleboard race each day. The event has been developed and executed by Broadsword since its inception, and after two successful years, it continues to grow.
2. Event Origin & Purpose
The Drowned Island Challenge was developed as a destination sports event for Anegada as a premier destination for active travellers and competitive athletes. By combining running, swimming, and paddleboarding - sports that take full advantage of Anegada's natural landscape - the event creates an authentic experience tied to the island itself. This coral atoll is unique and there may be no events like it anywhere else in the world. Staying in oceanfront palapas and race transfers by open-top pickups, are not common elements of events elsewhere in the world.
Broadsword managed every aspect from concept through execution, positioning this as a signature event for the island.
3. Broadsword's Role: End-to-End Event Marketing
Broadsword's involvement spans the complete marketing lifecycle:
- Digital Strategy: Website development, SEO and AEO optimisation, Google Business Profile optimisation
- Paid Advertising: Meta (Facebook(opens in new tab) and Instagram) advertising campaigns
- Social Media Management: Ongoing management of two social accounts (Facebook(opens in new tab) and Instagram(opens in new tab))
- Email Marketing: Targeted campaigns and lead nurturing
- Brand Development: Logo, colour scheme, mascot characters, and visual identity
- Sponsorship Management: Securing and managing sponsor partnerships
On-site branding includes:
- Wayfinding signage
- Branded race buoys
- Flutter flags and general signage
- Event Management: Logistics, course setup, and weekend operations
4. Marketing Calendar & Campaign Strategy
Marketing activity runs year-round but intensifies October–November, twelve months before the event. The approach includes:
- Off-season: Consistent email and social media posts, maintaining audience engagement
- Peak Period: Concentrated Meta advertising supporting email campaigns
- Lead Generation: Recent Facebook lead campaigns to build the mailing list
5. Brand Identity: Fergus & Pablo
To enhance recognition and social engagement, Broadsword created two mascots: Fergus the Flamingo and Pablo the Pelican. These characters reflect Anegada's natural wildlife and serve as visual anchors across social media and email communications. The branding employs Anegada-inspired colours, with pink as the primary palette—creating immediate visual association with the island.
6. Event Execution & Logistics
Broadsword manages the operational side of the weekend event:
- Partnerships: Horizon Yacht Charters(opens in new tab) (Platinum sponsor) provide water support and assist with course setup; Tommy Gaunt Kitesurfing(opens in new tab) provides local water-based assistance
- Course Management: Hands-on involvement in laying courses alongside partners
- Real-time Engagement: Social media updates throughout the weekend
7. Race Management and Scoring
Precision timing and accurate scoring are essential to the event's credibility and competitive integrity. Broadsword manages real-time race tracking, timing, and comprehensive scoring across all six races. Results are calculated using a custom scoring methodology that accounts for individual race performance and cumulative standings across the two-day format. Detailed race results, including overall winners, category rankings, and tiebreak calculations, are compiled and published on the event website within days of completion, providing participants with an official record of their performance.
9. Awards & Coverage
Broadsword designs and produces bespoke wooden trophies, including the Poseidon award (male) and Amphitrite award (female) for the event's top performers. Post-event coverage includes full photography, videography, and detailed results published on the event website.
10. SEO Strategy: Anegada-Focused Content
Two dedicated Anegada pages drive significant organic traffic:
- Anegada Overview: Comprehensive guide to the island
- How to Reach Anegada: Travel logistics and access information
Both pages are fully optimised for SEO and generate considerable traffic to the main event website.
8. Social Programme & Hospitality
The event balances competitive racing with a relaxed social experience. A lobster dinner at the Lobster Trap follows the first day's paddleboard race. Anegada Beach Club serves as the event hub and hosts the first day's running and swimming events from their north-side beach location.