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Client: Shakespeare Marine

Honing Shakespeare’s key messages

Refining and sharing Shakespeare Marine’s key messages across the marine and watersports sector

The Challenge

Following the incredible success of the launch of Shakespeare Marine’s Galaxy INFL8 at METSTRADE in 2018, ADPR was brought onboard to maximise its success and raise the brand’s awareness across the marine sector for its DAME Award win, getting the new product in the hands of industry experts and sharing the brand’s fantastic news. Shakespeare instructed ADPR to work with the relevant, specialist media about the product and brand behind it, and generate some exciting and detailed coverage about the new, award-winning product, whilst helping the team to align its key messages and communicate more effectively with its audiences. ADPR proved its value and secured extensive coverage and product reviews during this project, and was brought onboard on a retained contract six months later in order to continue the momentum and extend its reach for all of the brand’s communications across Europe.  

I can honestly say I have nothing but praise for the ADPR team. From the outset, they have been invaluable in promoting the award-winning INFL8 product and the brand as a whole. The experience, knowledge and work ethic of ADPR is brilliant and important to freeing up my time within the business – I have complete confidence that I can trust the team to run with our plans entirely.

Dave Manasseh, European Sales Manager for Shakespeare

The Solution

The ADPR team developed a jam-packed strategy of securing additional reviews of the award-winning product in the wider European marine and watersports sector, identifying more opportunities to enter the product into new industry and technical awards, drafting communications about the wider Shakespeare brand and its activities, and managing the local (UK) social media accounts.

The Results

In the first 12 months of the campaign, we secured extensive coverage for the brand across key industry publications including Boating Business, IBI, All At Sea, Powerboat & RIB magazine, Motorboat Owner, Practical Boat Owner and The Paddler. The coverage spanned in-depth product reviews of the world’s first inflatable antenna, news and reports of new account wins and big orders for the brand around the world, and expert commentary on the future and development of the sector and new technology in development. We have secured reviews (both those published and in progress with the magazine editors) across the sector, and later expanded our outreach to new sectors including fishing, kayaking and paddleboarding titles. We have more products being sent for testing around Europe with key media, and even more reviews in the pipeline.

ADPR has also been instrumental in helping to enter new industry and technical awards for the Galaxy INFL8 – which has now been crowned winner of seven awards globally, including the DAME Award, Product of the Year Award at the HISWA Amsterdam Boat Show and the Maritime UK Innovation Award. We have provided expert analysis and support for each award, as well as drafting entries and liaising with the judging panels and organisers.

We have continued to build, manage and share interesting content across the social media channels for Shakespeare, sharing updates from the brand, new developments, contracts wins, and social and charity-based activities.

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