Fusing local communities back together
The hard-working campaign that communicated effectively with local audiences & overcame negative perceptions of the brand.
See the resultsThe Challenge
Whilst Vesper Marine is the world’s leader in AIS technology, it is not as well-known as many of its less technically sophisticated counterparts. This is because its previous product ranges have been quite niche, relevant only to a proportion of the discerning sailing market. This is compounded by the fact that Vesper Marine’s products are “hidden” to a certain extent on-board, and boat owners may not be aware that their AIS is powered by Vesper. ADPR was brought on board by Vesper Marine to launch and drive awareness of its revolutionary new product, Cortex, in the EMEA leisure marine industry, whilst demonstrating the wider capabilities and pedigree of Vesper Marine’s AIS technology and innovation. Completely redefining the VHF experience, Cortex is the world’s first radio with wireless touchscreen handsets, built-in Class B SOTDMA smartAIS transponder and remote vessel monitoring. It is suitable for both new build and retrofit. It is compatible with a wide range of leisure boats, everything from tenders to 80ft+ motoryachts, as well as sail boats of all sizes and even small fishing vessels (class B only).
"A key tactic of launching Cortex to the world was through the genuine excitement and interest of regional press and publication contributors. ADPR played a pivotal role in introducing us to European contacts and helping build their engagement with our product. The subsequent exposure generated by ADPR will be a key success factor for Cortex in Europe."
The Solution
With our extensive media contacts, the new product was launched using a range of PR tactics including curating engaging content that resonated with Vesper Marine’s target audience, a highly proactive pitching programme, issuing regular news updates and more. Vesper Marine’s presence at exhibitions and boat shows including Cannes Yachting Festival, Southampton Boat Show and Dusseldorf Boat Show, was maximised through organising one-to-one demo sessions directly with Vesper Marine and the journalist. We also worked hard to secure product test opportunities, interviews and features with leading EMEA leisure marine titles.
The Results
Through regular contact with key EMEA journalists and influencers at the right publications, we were able to generate momentum, credibility and word of mouth amongst Vesper Marine’s target audience via editorial coverage, both online and in print, social media, and word of mouth through application stories, recommendations and awards.
ADPR secured coverage in 50 publications including the likes of Motorboat & Yachting (UK), Yachting Monthly (UK), Boote Exclusive (Germany), Barche (Italy), Barcos (Spain), Kippari (Finland), Yachting Motorwy (Poland), Yachts France, Batliv Magasin (Norway), Neptune (France) and many more.
Going beyond the launch of Cortex, we were able to help raise the profile of the brand, its heritage, expertise and technical prowess more widely.
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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