F//Line 33 and Squadron 68

The Challenge

Making their worldwide debut at a packed-out press event held during Cannes Yachting Festival in September 2019 were Fairline’s highly anticipated new models – the sleek and sporty day boat, the F//Line 33, and the highly luxurious and spacious flybridge, the Squadron 68. Representing Fairline’s smallest and largest boats, we wanted to build on the excitement of these new launches by allowing some of the most influential and toughest critics in the business – the global marine and luxury media – the chance to put both models through their paces and publish their in-depth reviews to the world.

The Solution

ADPR carefully selected some of the biggest and most impressive marine and luxury titles around the world and invited them to join the Fairline team in the beautiful South of France, in La Napoule, in October 2019 for a VIP experience onboard the two new boats.

With a strict budget agreed, it was our responsibility to secure interest and attendance, book beautiful hotels, organise convenient flights and transfers, and discuss an outline of the rigorous test requirements for each guest. This included testing each boat personally, conducting sound and speed tests, inspecting the boats in great detail and checking out all the innovative design touches, as well as interviewing some of the Fairline technical team, and photographing and videoing the boats to create captivating content for their global audiences.

Journalists and influencers were given a truly luxury experience in La Napoule. They joined us for up to three days (depending on requirements) and were able to spend between half a day and a full day on each boat. Individual tests were tailored to the needs of each journalist and publication, and we ensured they got exactly what they needed to complete their reviews and extensive reports of the new boats. Additional tests, photoshoots, information, interviews and assets were also organised.

ADPR’s role during the week-long trip included facilitating test requirements, hosting the journalists through the week, organising lunch and dinner bookings, matching itineraries with requirements and fulfilling their every request. Through each test, we were crewing the F//Line 33 supporting a professional skipper and assisting the media with their bespoke test requirements. At the end of each day, we were not afraid to get our hands dirty either! We helped clean the boats and perform essential boat maintenance tasks to ensure the journalists had a first-class experience the following day. Detailed press information – including boat specifications, prices and Fairline test records – was provided to the media, as well as a range of hi-res, beautiful images of the boats.

Watch this space for the array of detailed, global reviews which will be coming out in the New Year!

The Results

• 15 journalists in attendance
• 18 media titles covered during the trip – including Motorboat & Yachting (UK and Russian editions), Power & Motoryacht, Yacht Style, ONDECK, Boat International, Barche and Boote Exclusiv (to name just a few).
• 12 countries covered – including UK, USA, much of Europe, Singapore, Australia and Russia.
• Potential audience reach of more than 1.6 million.

If you’d like a no-obligation discussion about your marketing communications, please get in touch with us on hello@adpr.co.uk or call 01460241641.

If you’d like a no-obligation discussion about your marketing communications, please get in touch with us on hello@adpr.co.uk or call 01460241641.