Standing on Kingscliff Beach provided Bill Shorten with just the backdrop he needed to make a $41 million pledge about swimming lessons for young Australians.
But it also signalled a potential obstacle for Labor at the July 2 election.
Kingscliff Beach, a short surfboat row from the NSW-Queensland border, is located in the Labor-held electorate of Richmond.
With Labor needing to pick up 19 seats from the coalition to form majority government, Mr Shorten's focus should have been on marginal government seats - like neighbouring Page.
Richmond, though, is problematic for Labor and especially in the wake of unhelpful boundary changes.
MP Justine Elliott's hold on the seat has dropped from more than five per cent to just 1.6 per cent as she prepares to face a two-pronged challenge from the Nationals and the Greens.
Richmond was once the domain of the Anthony family. Between 1937 and 1984 it was represented by one-time deputy prime minister Doug and his father H Larry Anthony.
A younger version of Larry Anthony was its MP between 1996 and 2004, when Ms Elliott won it for Labor.
It's been sometimes marginal territory ever since, notwithstanding a changing demographic that has favoured Labor more than the coalition.
Once a prime agricultural electorate, Richmond is home to an increasing number of seachangers, alternate lifestylers and environmentalists.
Famous amongst its alternate communities is Nimbin.
It's also where the Greens are hoping to increase their share of the primary vote from the 18 per cent they garnered in 2013.
Any more than that poses some risk for Labor, especially if the minor party runs dead on preference advice to its supporters.
Nine out of every 10 Greens preferences went to Labor three years ago - seven per cent above the national trend and more than 10 per cent up on the long-term run.
The Greens believe a changing Richmond will fall into their hands at some stage in the next five to 10 years.
Making it a less secure seat for Labor is all part of their long-range plan.
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