Surf Grove

Brand Positioning, Brand Personality, Brand Story, Web Copy, Monthly Email Newsletters, Display/Signage

Agency Partner

Have you been to Tofino? If not, you should go. And if you do go, camping at Canada’s best surf beach is the perfect way to experience Vancouver Islan'd’s Pacific Rim. Surf Grove is camping, elevated—positioning I came up with as part of their brand strategy. Since then, I’ve written their website, monthly email newsletters, a series of surfer stories for a very cool display, and some ads. I love this place, and these people.

Brand Story

If you’ve been, you know: Tofino is magic. Accessible by road for only a few decades, our tiny surf town feels a little bit behind in the very best ways. In the relaxed pace of life, the warm neighbourliness of Tofitians, and—especially—in the untouched natural environment. You can feel Tofino’s magic most acutely in its acres of coastal rainforest; on its miles and miles of ruggedly pristine beaches—widely considered to be among North America’s most beautiful. 

There’s no better way to experience this natural wonderland than to camp. Around here, camping is a choice—in fact, it’s a preference. Since the early days, when you could pitch a tent right on Long Beach, Tofino has been a place—the ultimate place, really—for campers. And starting in summer 2020, it’s getting even better, with beachside camping at Cox Bay. You can’t camp right on the beach anymore, but at Surf Grove, you can get pretty damn close. 

Tofino’s first new campground in over twenty years, Surf Grove is camping, first-class. What does that mean?  It means an easy and seamless online booking process. It means warm, attentive service—real humans, here to welcome you, then help you with anything you might need during your stay. It means high-quality, carefully considered amenities—designed with surfers, cyclists, and adventurers of all kinds in mind. Not to mention our best amenity, Cox Bay—but we can’t take credit for that, can we? 

Our take on camping means you’re free to relax and enjoy Cox Bay, and everything else Tofino has to offer. 

Like surfing. Tofino is home to one of the world’s most inclusive surfing cultures. Young or old, male or female, expert or amateur, there’s a wave for you here. If you need a board or wetsuit—or a lesson, our Pacific Surf School surf shack has you covered. And did we mention that Canada’s best surf beach is mere steps from your campsite? 

If surfing isn’t your thing, no problem. Besides enjoying the beautiful beach right in your backyard, there’s ample adventure to be found a stone’s throw from camp—from hiking to biking, whale-watching to hotspring-soaking. We promise you’ll find something to do—unless, of course, you want to do nothing at all. Sit, chill, forest bathe or watch waves (and the surfers riding them). 

Whatever your day looks like, come home to the warmth of a campfire—in your own site, or in one of our communal spaces. Gather around, roast marshmallows and debrief the day’s adventures. Connect with your most important people, and with other campers, surfers, adventurers. Delight in the meeting of new friends, the exploration of new places, the discovery of new passions. The making of beloved new family traditions. 

Welcome to camping, elevated.

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