Marine
Arksen Boat

Arksen

Bringing Arksen’s new Explorer Series to life through media engagement and a shipyard visit programme Media Relations / Product Launches & Events

Start of an adventure

On every level, Arksen vessels beat the competition. In terms of engineering, efficiency, range, environmental impact, life-cycle management, usage opportunities and maintenance, the British-built Arksen Explorer Series stands out. In 2019, chairman and founder of Arksen, Jasper Smith, announced a plan to launch a fleet of explorer vessels to change what it means to be a superyacht owner. With the series’ flagship Arksen 85 in build, the media was hungry to see how the plan was developing.

With the build of the Arksen 85’s first hull at Wight Shipyard in East Cowes almost ready for interior fit-out, it was the perfect time to showcase to the media what a capable, robust and safe vessel the Arksen 85 is from the inside out.

THE BRIEF

Maximising PR opportunities

It was time Arksen brought the 85 to life and allowed the media to see it in its glory with a programme of press visits to the shipyard. It wanted to maximise PR opportunities with the visits, build awareness of Arksen as an innovation, technology and adventure company across international marine media as well as drive media coverage and interest in the 85, promoting its custom build capabilities. Arksen also wanted us to convey its proposition, reinforce the brand messaging to create long-term loyalty and to join current conversations in the industry including explorer vessels, environmental impact, hybrid technology, syndicates and ownership models.

The Arksen 85 is designed to access remote areas of the globe and operates safely in extreme environments whilst being equally capable of cruising in more accessible waters. The design of the vessel and the onboard systems allow for operation in a wide range of conditions, including high latitudes, tropical climates, and adverse weather as well as extended periods in remote regions without external support. With the first hull having reached a critical build phase in skeleton form, Arksen wanted to give journalists the opportunity to appreciate its beauty from the inside out before it was fitted out.

THE SOLUTION

Building up the excitement of what it means to own an Arksen and be a part of this brand’s ground-breaking story

Having come onboard as Arksen’s PR agency, our first focus was to engage with the media on this exciting new model, giving them information, assets and a physical Arksen experience at the shipyard.

Autumn is a critical time for the superyacht industry, with leading international boat shows such as the Cannes Yachting Festival and Monaco Yacht Show taking place. It’s a time to educate and inform global marine media on new products and shipyard news. We knew that a potential challenge to this time of year would be journalist availability, so we needed to coincide the visits around the show dates, to ensure attendance from our target media.

We also want to expand Arksen’s audience and introduce the brand to those yet to discover everything it has to offer. Arksen likes to think of its owners as part of its family and a growing and supportive ecosystem that helps owners discover more remote and challenging locations, giving them the tools and confidence to undertake voyages with friends and family. It’s a special club to be a part of, which is also something we wanted to convey to the media.

Arksen 7

Secured key marine & superyacht press

Through our close media relationships we secured attendance from key marine and superyacht press including Boat International, Motorboat & Yachting, Superyacht Report, Forbes and Robb Report. We also helped international media cover the story through our network of freelance marine media, putting editors in touch with UK-based media to cover the story.

Arksen press visit2

Exclusive press visits

We rolled out a calendar of exclusive press visits for key marine and superyacht media to show them the first hull in build, during a critical build phase and before interior fit out. To ensure a COVID-friendly environment, we arranged three group visits which helped us manage the group size. Arksen provided key team members including chief operating officer, Ewan Hind and executive director, Olly Hicks to talk to the media about Arksen’s ethos and the 85 itself, giving journalists a deep-dive into what Arksen can offer its owners.

Arksen

Rustic-luxe pop-up lounge

Not only did we arrange and chaperone journalists for their visits to the yard, but the MTM team also worked its creative magic at the shipyard itself. We staged a rustic-luxe pop-up lounge in the shipyard in line with Arksen’s sustainability brand values. The lounge was the perfect spot to welcome the media for a welcome breakfast and the opportunity to view a 3D wireframe of the 85 as well as large-scale renders of the interior, bringing to life their tour of the 85’s aluminium hull. The MTM team followed up all media with a digital press kit including high-res imagery of both the vessel and spokespeople. The team shared the press kit more widely with international media which couldn’t attend the shipyard visits. With the relationships already established with Arksen and the media from the announcement of the first 85, news that the sale of the second hull had been sold was well received.

Testimonial

“Thanks again for yesterday. Brilliant day. Many thanks!”

Miranda Blazeby - Online Editor, Boat International

Results

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Group media visits
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International press secured for visits
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Pieces of coverage in first three months reaching over 40 million people