British Marine, the trade association for the UK leisure, superyacht and small commercial marine industry has selected The MTM Agency to deliver its new ‘Summer on the Water’ campaign.
Summer on the Water aims to inspire boaters and water sports enthusiasts throughout the UK to share their passions and encourage others to discover incredible on-water opportunities. British Marine identified that as a result of COVID-19, more people will be taking domestic breaks and holidays this summer instead of travelling abroad, offering a prime opportunity for people to get afloat.
The MTM Agency was selected to deliver all the requirements including campaign brand and positioning, film, social media and PR.
Included in the brief for the campaign film was the requirement to liaise with British Marine members and obtain on-the-water footage set in Britain. The resulting campaign film captures the beauty of British coastline and waterways whilst reflecting the diverse range of experiences on offer from paddle boarding and canal boating through to motor cruising and sailing.
The PR programme included a focus on both B2B and B2C audiences and included and media liaison across national, regional, marine, online/influencer and broadcast. The PR team used data to highlight how being afloat or just near the water can offer many physical and mental health benefits as a topical news angle. Interest from media has been widespread including BBC Radio Solent, The Sun and The Daily Telegraph.
Richard Broughton, associate director at The MTM Agency, commented: “Summer on the Water is a very timely campaign after a difficult period for many leisure marine businesses. We were delighted to be appointed to deliver this campaign and it’s great to see so many British Marine members unite to support it.”