The media is integral to the message. The corners of the magazine page are bent forward to create perfect miniature simulations of the different type of waves found around the globe. This offers the reader something never seen before - a completely new experience and a chance to view and interact with his/her very own favourite famous wave.

Travel bookings have spiked, activity on the True Blue Travel website has tripled and the country's premier surfing magazine has asked to co-own the idea in exchange for free advertising space and editorial. The idea cost almost nothing to produce.