Australian swimwear brand Seafolly has signed on its first British global ambassador, Joanna Halpin as the face of its latest ‘Summer Somewhere’ campaign.
Halpin will be featured worldwide across a variety of media platforms and collections until May 2023.
Seafolly is sold in 75 countries through dedicated stores, eCommerce sites, retail stockists and major online partners.
CMO Sylvie McCallum said the brand is building its presence in the Northern Hemisphere, confirming this is a key reason for choosing Halpin.
"As a global model living between London, New York, and Sydney, Joanna is perfectly placed to help us strengthen our brand awareness across these key markets," McCallum said. "Joanna fell in love with our Australian beach lifestyle over eight years ago and returns every summer to soak up more.
"Passionate, free-spirited, and radiating confidence, Joanna perfectly embodies the sense of optimism and adventure we look for in our global ambassadors to inspire all women to feel confident at the beach."
In an interview featured in Ragtader's January print edition, Seafolly CEO Brendan Santamaria said international expansion is a key strategy for the brand.
"International sales make up 50% of the business and we continue to see rapid growth in the northern hemisphere. We are increasing our dedicated resourcing internally to continue to drive this growth.
"We recently launched our first direct to consumer play in the UK to strengthen our brand presence in the region. 70% off Seafolly customers start their journey online and purchase in store, so the websites will continue building brand awareness and support traffic to our department store partners in the UK including John Lewis and Selfridges."
Seafolly operates dedicated eCommerce platforms for Australia, New Zealand, USA, Canada, Singapore and the UK.
As part of the brand's latest campaign, Halpin was captured by Australian photographer Steven Chee at Manly’s Shelly Beach.
McCallum said the campaign will run across PR and digital from February to June, with an anticipated reach of over 25 million.
"The recent appointment of PR agencies in the US and UK will further support local press and influencer relationships as we look to strengthen our brand awareness in these markets," McCallum said.
"With each campaign we look to capture a variety of content from stills to motion to BTS. Video is beginning to take a lead role across a majority of platforms including social media, our websites and within our concept stores.
"To support the campaign assets, we encourage our beach lovers to engage with us through UGC, and we see this content resonating strongly with Instagram and TikTok audiences."
Halpin said it is an honour to represent Seafolly as their first British global ambassador: “I am proud to support a brand that empowers women to feel confident in their own skin."