Promoting the 39th St. Maarten Heineken Regatta
The hard-working global campaign that reached over 13M people in 18 countries with positive coverage of the regatta
See the resultsThe Challenge
Luxury yacht manufacturer, Fairline Yachts, launched its latest beautifully crafted boat, the Targa 53 GT at Southampton Boat Show. Following the initial luxury product launch they wanted to ensure that publicity around this particular model kept momentum. This is where they called on the expertise of ADPR, who were briefed to create a communications plan that would really engage the media with the Targa 53 GT and bring the new yacht to life.
"I wanted to take this opportunity to thank you personally for all your hard work and support last week at the Fairline launch in San Remo. You were excellent company and your organisational skills were fabulous, as well as being a terrific ambassador for the Fairline brand."
The Solution
ADPR knew that the only way to bring the new yacht to life was for selected media to see and experience the boat for themselves. And not just at the place of manufacture, but out at sea in its natural setting where consumers would be experiencing the thrills of the Targa 53 GT.
A carefully selected group of media were identified and ADPR worked closely with Fairline to agree on the ideal location for the event, whilst fitting in with their objectives and budget. Once San Remo was chosen as the perfect destination, ADPR compared, sourced and booked flights for the trip, airport transfers, hotels and restaurants for each individual journalist to meet their requirements. An individual agenda was also drawn up for each attendee to ensure they got the angles from the trip that were most relevant to them and their audience. We ensured all the right people were in right places for this luxury product launch.
An ADPR team member attended the week-long event, hosting the journalists and on-hand to help the client with any tasks that arose. They also ensured the agendas and timetables were stuck to as closely as possible. Each attendee was provided with a comprehensive media kit to ensure they had all the information they needed for their features.
The Results
Over £100,000 worth of coverage was generated as a result of the luxury boat lunch
10 journalists attended the sea trials
Feature coverage was seen across the UK and Europe
Coverage was seen in key media titles including Barche, Neptune and National Geographic Traveller
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.
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