Pure Latitude

About This Project

BRIEF

Devise a high profile launch and ongoing promotional campaign for a new fractional sailing fleet, a new idea for marine markets and drawing its inspiration from supercar member clubs.

STRATEGY

Multi-faceted strategy targeting sailing press, other lifestyle media, developing online marketing content, customer newsletters and e-shots, above the line advertising, exhibition material and direct mail.  Developing special initiatives such as training days with Olympic sailors, joint marketing initiatives with complementary lifestyle businesses, Open Days.

OUTPUTS

The mix of above and below the line tactics helped to secure on-target numbers of members in the initial launch phase and ongoing on-target recruitment.