Positioning Torqeedo as number one

The Challenge

Five years ago, the challenge was to convince UK consumers that electric propulsion offered both performance and environmental benefits. With a step change in awareness of the benefits of choosing electric, the challenge has been to continue to position Torqeedo as the number one brand in an increasingly competitive sector.

The Solution

With our extensive media contacts, we worked hard to encourage journalists to try electric arranging product tests, interviews, features and press trips. New product launches and upgrades were promoted using a range of PR tactics. Torqeedo presence at exhibitions and boat shows was maximised from arranging press events to creating compelling content to attract customers to the stand. We worked to build case studies to demonstrate the technical capability and breadth of application.

The Results

• Secured more than 125 pieces of coverage in leisure, commercial and trade marine titles with key messages always included
• Maximised more than 15 exhibitions and boat shows
• Supported launch of more than 10 new products and upgrades
• Drafted and pitched more than 10 OEM and case studies
• 2018 key media coverage wins included:
  • Motor Boat & Yachting: seven page feature on actor Steve McFadden’s boat fit
  • WIRED: essential watergear product feature
  • Boating Business: new distributor for canal boat sector appointed
  • Southampton Boat Show website: environmental blog secured, drafted and published on the show website. This was one of only eight blogs published by British Marine.

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.