CLIENT: Driftwood Mentawai

MENTAWAI SURF LODGE

Legs Brands works alongside Driftwood Mentawai as a long-term marketing and growth partner, managing both strategic direction and day-to-day execution across all brand and digital touchpoints.

Our role spans full-scale marketing, campaign development, and performance-led growth through paid media and Google advertising. We oversee content creation and social media coordination, ensuring Driftwood’s surf-driven story is told consistently through strong visuals, considered messaging, and platform-specific strategy.

Legs Brands provides ongoing brand management for Driftwood Mentawai.
This includes overseeing brand consistency across marketing channels, campaigns, content, and guest-facing materials. We ensure that every interaction — from social media to website updates to printed collateral — aligns with Driftwood’s positioning and long-term brand vision, allowing the brand to evolve without losing its core identity.
Our work with Driftwood Mentawai began with in-depth market research across the global surf travel and experiential tourism space.
We analysed international surf tourism trends, booking behaviour, seasonal demand, and competitor positioning within the Mentawai Islands and broader Indonesian market. This research allowed us to identify key booking windows, pricing sensitivities, and audience motivations — ensuring Driftwood’s marketing strategy was grounded in real traveller behaviour and long-term growth potential.
The central concept positions Driftwood as a surf camp defined by affordability, quality, and authenticity.
Rather than competing on volume or hype, the brand narrative focuses on uncrowded waves, thoughtful hospitality, and a deep respect for place. The concept appeals to serious surfers and experience-driven travellers seeking a well-run, honest surf experience that prioritises time in the water and meaningful connection to the environment.
Driftwood’s strategy was built around sustainable growth, brand longevity, and consistent revenue generation.
We developed a layered approach that integrates brand storytelling, performance marketing, SEO, and campaign planning into a single cohesive system. The strategy balances always-on visibility with seasonal campaign spikes, ensuring Driftwood remains present year-round while maximising bookings during high-demand periods.
We design and manage a wide range of brand collateral to support Driftwood’s marketing and guest experience.
This includes brochures, flyers, social media banners, welcome notes, apparel and t-shirt designs, signage, and campaign-specific assets. Each piece is designed as part of a unified system, reinforcing the brand’s tone, aesthetic, and values both online and on-site.

CONTENT & SOCIAL MEDIA

The Ultimate Surfers Paradise

We lead the planning, creation, and coordination of all social content, shaping a clear narrative around surf quality, lifestyle, seasonality, and the lived experience at Driftwood. Content is built to feel authentic and surf-first — grounded in real conditions, real guests, and real moments — while still being strategically structured to support engagement, reach, and conversion.

Our role goes beyond posting. We define content themes, manage production direction, coordinate contributors and assets, and ensure consistency across platforms. Every piece of content is aligned with Driftwood’s wider marketing goals — from building long-term brand trust to supporting campaigns, launches, and booking periods.

Social media is treated as both a storytelling platform and a performance channel, working in tandem with paid media, website traffic, and revenue generation. The result is a content ecosystem that feels genuine, cohesive, and commercially effective — driving awareness, demand, and bookings over time.

We structure paid campaigns around the full customer journey — from discovery to conversion.
This includes awareness, retargeting, and high-intent search campaigns, ensuring Driftwood stays visible throughout the decision-making process.
Campaigns are continuously monitored and refined.
We optimise targeting, creative, and spend based on performance data, seasonal demand, and booking behaviour — ensuring ad spend supports revenue generation while protecting long-term brand equity.

PAID & TARGETED ADVERTISING

We manage targeted ad campaigns across Google and social platforms, focusing on high-intent users actively researching surf trips and experiential travel.

CAMPAIGN DEVELOPMENT

We design campaigns that align surf conditions, travel behaviour, and booking windows — ensuring each campaign feels authentic to the Driftwood experience while supporting real demand and revenue growth.

Each campaign begins with a clear understanding of who we are speaking to.
We analyse traveller intent, surf ability, seasonal travel patterns, and booking behaviour to ensure campaigns resonate with the right audience — from core surf travellers to experience-driven guests planning long-haul trips.
We define a clear narrative and rollout plan for every campaign.
Messaging, visuals, and timing are structured around surf seasons, availability, and pricing milestones, ensuring campaigns land at the right moment and guide audiences from awareness to booking.

MARKETING

WEBSITE REFINEMENT

The Driftwood Mentawai website was refined to reflect recent lodge updates while expanding its role beyond amenities into a lifestyle-led storytelling platform and a revenue-driven booking tool.

Design decisions prioritised clarity, flow, and user experience. Site structure was carefully considered to support seasonal pricing, campaign-led traffic, SEO performance, and clear conversion pathways — guiding users seamlessly from discovery to enquiry and booking.

Imagery for Driftwood Mentawai is treated as a core marketing asset — not decoration. Our focus is on using strong, high-quality visuals that speak directly to Driftwood’s core audience: experienced surfers, committed travellers, and guests who value waves, authenticity, and real surf culture.

IMAGERY

VISUAL

QUALITY & AUTHENTICITY

We prioritise powerful surf photography and immersive lifestyle imagery that captures the energy of the lineup, the conditions, and the rhythm of life at the camp. These visuals are designed to resonate with surfers who know what they’re looking at — and who can immediately recognise quality when they see it.

Driftwood’s visual aesthetic is raw, surf-driven, and intentionally honest. The imagery focuses on powerful waves, real surfing, and life at the camp as it actually unfolds — avoiding over-polished resort visuals or staged lifestyle shots.
Photography and video are selected to resonate with experienced surfers, using strong compositions, natural light, and movement to capture the energy of the lineup, the conditions, and the environment.
The result is an aesthetic that feels immersive, grounded, and authentic — attracting guests who value the quality of the waves as much as the experience itself.
The visual language is built around transparency and credibility. We use a mix of high-quality surf imagery and raw, in-the-moment clips to portray Driftwood exactly as it is — the waves, the setting, the people, and the daily rhythm of the camp.

BRAND COLLATERAL

We produce a wide range of collateral including brochures, flyers, social media assets, welcome notes, apparel designs, and in-camp materials. Each piece is visually aligned with Driftwood’s identity and imagery, using consistent typography, colour, and tone to reinforce the brand across both digital and physical environments.

The focus is on authenticity over excess — producing collateral that enhances the guest experience, supports operations, and strengthens long-term brand recall.