MTM’s Maritime marketing specialists share their insights into the industry trends shaping Maritime’s future, as showcased at London International Shipping Week in September.
“Aim to make your children, or even your grandchildren, proud. Not your parents.”
A line shared at London International Shipping Week that lingers long after the event. It’s a challenge to the maritime industry to shift its perspective from legacy to legacy-building. It’s also a call to action for marketers.
In high-trust industries like maritime, marketing isn’t just about visibility; it’s about vision and context. It’s about shaping the stories that define the brand and the sector’s future, not just reflecting its past.
The future of maritime: Industry insights and innovations
At LISW25, global maritime leaders explored the forces reshaping our oceans and waterways. Among the standout voices was First Sea Lord Sir Gwyn Jenkins, who delivered a message with clarity and conviction. The future of maritime lies in:
Safe, secure, sustainable seas,
Modernisation through technology,
Cross-national collaboration to safeguard global trade,
And, resilience in the face of disruption
His warning is clear: now is not the time for sea blindness. In turbulent and rapidly changing environments, maritime brands can't afford to lose sight of the future; they need to consistently demonstrate credibility, based on heritage and experience, whilst embracing innovation and transformation in order to keep pace and confront new challenges.
And in today’s landscape, marketing can be the lens that brings that future into focus, acting as the strategic compass for Maritime brands to communicate their direction of travel with all stakeholders.
Communications strategies for maritime brands in 2025
For marketing leaders, LISW25 revealed the communications forces that are reshaping how maritime brands engage, influence, and lead.
1. Data-driven storytelling powered by AI
Artificial intelligence is already shaping how maritime brands craft and deliver their stories. From audience segmentation to real-time sentiment tracking, AI is making comms smarter, faster, and more precise. For maritime brands, this means moving beyond generic one-size-fits-all messaging to insights-driven storytelling that resonates with the right people, at the right time and is built on evidence, data, and relevance.
An example of this is Maersk, who regularly turn supply chain and vessel data into stories that resonate beyond shipping. Their “Maersk Eco Delivery” campaign, for example, uses data to quantify carbon savings per shipment, turning raw numbers into powerful customer narratives about emissions reduction. Campaigns like Eco Delivery are a clear example of data translating into credibility and trust.
2. Real-time, multi-channel conversations
The LISW agenda underscored the urgency of adapting to change, and this applies to evolving maritime communications channels. The decline of traditional print coverage has opened space for more dynamic channels: video, live streams, podcasts, and short-form social updates. Maritime communications are no longer static announcements; the rise of digital immediacy means that stakeholders expect brands to speak in real time, across multiple channels, with clarity and consistency. This ongoing dialogue builds trust and authority, whilst keeping stakeholders engaged in developments in the brand and industry at large.
For example, the MTM Agency helped Lloyd’s Register (LR) amplify the authority of its in-house experts, turning technical knowledge into high-impact communications. By developing multi-channel campaigns including digital PR, LinkedIn thought leadership, and ABM-style outbound campaigns, MTM ensured LR’s sustainability advisors, naval architects, and analysts were positioned as credible voices across the maritime sector. This approach strengthened LR’s reputation, making complex insights accessible and reinforcing the brand’s leadership in safety, decarbonisation, and innovation.
3. Purpose-led narratives around ESG
Sustainability, crew welfare, and human capital are now defining factors through which maritime brands are judged. Brands that communicate with authenticity around ESG are shaping their reputation and influence in a sector under intense scrutiny. We explore the specific pressures on Maritime brands in terms of credible ESG communications in a recent blog on the subject, where we argue that purpose-led communications must be authentic, evidence-backed, and reflective of real progress. In a maritime landscape focused on the future, the right communications strategy can turn ESG progress from an obligation into an opportunity for influence.
The MTM Agency worked with Oil Spill Response Limited (OSRL) to evolve its brand from being seen purely as an oil industry clean-up operator to a global environmental response partner. Through a refreshed identity, messaging and tone of voice, MTM helped OSRL highlight ocean protection, crisis readiness, and biodiversity resilience, positioning the organisation in line with modern sustainability goals. The rebrand reframed OSRL’s purpose and expanded its relevance beyond oil and gas, aligning the company with ESG priorities across the wider energy transition.
4. Integrated digital ecosystems
Global maritime stakeholders are consuming information across time zones, platforms and formats. In this fragmented landscape, siloed campaigns no longer deliver the visibility, consistency, or influence that brands need. Integrated digital ecosystems, where websites, SEO, paid media, email, events, and PR all work in harmony, allow maritime organisations to anticipate stakeholder needs, align messaging, and reinforce strategic objectives at every touchpoint.
The MTM Agency helped OneOcean build a connected digital ecosystem, combining a new website, CRM integration, and marketing automation tools. This approach ensures that critical insights, from regulatory updates to compliance guidance, reach the right decision-makers at the right moment, creating a seamless, credible, and high-impact audience journey. By connecting data, content, and channels, OneOcean demonstrates how integrated ecosystems can transform communications from a series of campaigns into a strategic platform for influence and engagement.
5. Credibility through influencers and expert voices
Trust is everything in maritime. Increasingly, organisations are leaning on industry experts, analysts, and even social influencers to carry their message. These voices lend authenticity, extend reach, and turn corporate messaging into conversations that stakeholders actually listen to. In this context, influencer marketing isn’t about celebrity endorsements; it’s about empowering the credible, respected voices that can shape opinion and build confidence across the sector.
Why maritime marketing is the compass for the industry’s future
London International Shipping Week 2025 made one thing clear: the industry will not only be defined by how it innovates, but by how it communicates. From amplifying expert voices to credible ESG communications, the way maritime brands engage with stakeholders will determine who leads with credibility in a turbulent era.
For marketers, the challenge is similar to the First Sea Lord’s warning: to ‘avoid sea blindness’. It is crucial to see clearly where the sector is heading, and ensure your brand’s voice is trusted, authentic and future-focussed. The brands that succeed won’t just react; they’ll lead, telling data-driven, purpose-led stories across integrated digital channels and amplifying the voices that matter.
At the MTM Agency, we know that in industries where credibility is earned, marketing isn’t a support function; rather, it is a strategic one.
We are maritime marketing specialists
Ready to strengthen your brand’s voice and presence in a rapidly changing maritime landscape? At MTM, we help global organisations build credibility, communicate innovation, and engage stakeholders with clarity and impact.
Contact us today to find out how our maritime specialist teams can support your next chapter.