British Marine is the trade association for the UK leisure, superyacht, and small commercial marine industry. The organisation began working with The MTM Agency in 2016.
British Marine is the organiser of the UK’s biggest boating festival, Southampton International Boat Show (SIBS). While the show typically takes place annually, it was cancelled in 2020 which led to some anticipation around SIBS 2021.
The MTM Agency was invited to provide support in the lead-up to, and during, the upcoming September 2021 show.
With an ongoing relationship on all aspects of its communications, British Marine didn’t think twice to bring MTM’s capability to support SIBS 2021; the agency’s agile approach brought reassurance for a successful, 14-day event for visitors and exhibitors.
SIBS welcomes a variety of guests from the local area, around the UK, and from overseas. This year, The MTM Agency helped British Marine target a wider audience, including enthusiastic novice boaters, watersports enthusiasts, locally-based families looking for an exciting day out, and of course, serious boat buyers and High Net Worth Individuals (HNWI).
To deliver, The MTM Agency had to move fast. Thanks to its longstanding relationship with British Marine and understanding of the marine marketplace as the UK’s leading agency in that space, a foundation of trust enabled the collaboration between agency and client as well as other suppliers to the show to work quickly and confidently.
This included direction on messaging, public relations support, significant visual design work, an integrated advertising strategy, and guidance in the lead-up to and throughout the event.
Agency account planners ensured that British Marine had clear points of contact with the agency teams who worked together to achieve success and meet deadlines.
Working together to achieve success
Agency account planners ensured that British Marine had clear points of contact with the agency teams who worked together to achieve success and meet deadlines. Digital, print, and outdoor advertising space planned with online media and social channels were used to reach the large, varied audience.
SIBS was re-planned with new ‘zones’ for 2021
The MTM Agency created new messaging for each of the new ‘zones’, promoting new layouts and the enhanced features of each. With a deadline of just six weeks, The MTM Agency updated existing assets at pace and delivered a total of over 300 new, high-quality creative and communications assets, including digital, print, and outdoor adverts, a visitor pack, and Great British Boat Race collateral, alongside ongoing PR and social media support.
"I just wanted to say a massive thank you for MTM's support with this year’s show. You guys were great. I was really impressed with how MTM was able to meet the pace required. Many agencies would have struggled.”- Adrien Burnand, Head of Marketing & Communications, British Marine