Highfield
Launching the Highfield ADV9 across Europe PR
The brief
Launching the ADV9 with two major European campaign moments
The Highfield ADV9 represented an opportunity to reinforce Highfield's established position as an ambitious innovator in an increasingly competitive premium leisure boating market.
Rather than a single launch event, the ADV9 introduction was built around two defining campaign moments: its global unveiling at boot Düsseldorf 2026, one of the world's most influential marine exhibitions, and a dedicated international sea-trial programme in Palma for leading marine journalists.
The MTM Agency was tasked with developing and delivering a six-month PR programme that would build momentum ahead of both events, maximise media engagement at each stage, elevate executive visibility and sustain industry conversation long after the initial unveiling. From pre-launch anticipation and exhibition activity through to independent product reviews on the water, the programme was designed to keep the ADV9 in front of key European marine media from the first pre-launch briefings through to the final sea-trial reviews.
The challenge
Turning a product launch into a sustained industry conversation
Boot Düsseldorf is the world's largest yacht and water sports trade fair, and one of the busiest periods in the boating calendar, with brands from across the world competing for the same media attention. Journalists arrive with packed schedules, countless announcements to cover, and limited time to engage with individual stories.
For Highfield, success depended on building momentum around two major campaign moments: the global unveiling of the ADV9 at Boot Düsseldorf and a dedicated sea-trial programme in Palma. Each event had a different objective, but both needed to attract high-value media attention and generate coverage across multiple European markets.
The challenge was to create anticipation ahead of each milestone, maximise journalist engagement while they were taking place, and convert both events into months of ongoing editorial coverage.
The solution
Building a six-month, multi-event European launch programme
Both the launch event and sea trial event had a distinct role within the campaign. At boot in Düsseldorf, the objective was to generate immediate visibility and interest and establish the ADV9 as one of the show's standout launches. The sea trial in Palma was designed to secure in-depth, independent reviews from leading marine journalists and extend the lifespan of the campaign.
The campaign began with a targeted pre-launch media relations strategy which included a pre-launch press release before the official launch announcement. We leveraged long-standing relationships across UK and European marine media, securing preview coverage and interviews that introduced the ADV9 ahead of its official debut.
Alongside product-focused outreach, we elevated the profile of Highfield CEO Paul Blanc through a series of strategic interviews. This gave the journalists a story and narrative arc in terms of where Highfield was heading as a business and how the ADV9 fitted into its long-term plans, ensuring journalists understood the full picture of the product and the direction of the brand behind it.
Creating a launch moment at Boot Düsseldorf
In the months leading up to the exhibition, MTM executed a targeted media engagement programme across the UK and Europe. With journalists travelling from across Europe and hundreds of competing announcements taking place during the exhibition, securing attendance and visibility required extensive preparation. MTM developed a structured pre-show media engagement programme, identifying priority journalists, arranging advance briefings, coordinating interview schedules and ensuring key media had access to exclusive launch information before arriving in Düsseldorf.
During boot Düsseldorf itself, MTM coordinated all launch activity, including the official press conference, executive interviews, media logistics and on-site press relations. Acting as the central media hub, the team prepared core Highfield speakers and ensured journalists had immediate access to imagery, technical information and supporting materials throughout the event, whether they were in attendance or not.
Extending momentum through an international sea trial programme in Palma
To sustain momentum beyond the exhibition, we transitioned immediately into post‑launch press follow‑ups, securing further launch coverage and continuing to pitch features and interviews across international marine publications.
The final phase of the campaign focused on arguably the most influential form of marine media coverage: independent product reviews.
MTM planned and managed a dedicated ADV9 sea trial experience, inviting a strategic selection of journalists from core trade publications to experience the new product, creating an element of exclusivity. Coordinating attendance, interviews, logistics and review schedules, we created the conditions for authoritative editorial coverage that extended the campaign well beyond the initial launch window.
The sea trials were designed to achieve something different from the exhibition launch. While boot in Düsseldorf generated immediate awareness, the sea trial in Palma gave journalists the opportunity to experience the ADV9 on the water. This created opportunities for the media to produce detailed reviews and independent assessments that carried significantly more weight than launch reporting alone.
Results
Generating awareness before launch
Ahead of Boot Düsseldorf, MTM secured extensive coverage across leading UK and European marine media.
To build anticipation prior to the official launch, MTM issued a teaser announcement ahead of the ADV9 unveiling. This secured more than 30 pieces of pre-event coverage and ensured the ADV9 featured in key Boot Düsseldorf previews, launch round-ups and industry exhibition coverage before the show opened its doors.
Coverage included previews and launch features in publications such as:
Nautica Press
International Boat Industry
Barche a Motore
The Islander
We also secured print and online interview opportunities for CEO Paul Blanc, including prominent features in both the digital and print editions of International Boat Industry.
Delivering a high-impact launch event
MTM organised and managed the full ADV9 press conference at Boot Düsseldorf, alongside all one-to-one media interviews.
The event attracted more than 50 journalists, ensuring the ADV9 launched in front of a significant international media audience.
With MTM providing on-site support throughout the event, Highfield's team were able to focus on engaging with media while we managed scheduling, coordination and press relations.
Sustaining momentum after launch
Following the unveiling, MTM secured more than 70 additional pieces of coverage announcing the launch of the ADV9.
Coverage appeared across key marine publications throughout Europe, ensuring the vessel remained highly visible after the exhibition concluded.
Driving authoritative reviews through sea trials
The ADV9 sea trial programme brought together 12 key marine journalists from across the UK and Europe, each invited to experience the vessel on the water. The journalists selected represented key territories of interest for the client. These included the UK, Italy, Poland, Slovenia, Croatia, Germany, France, Greece, Spain and Norway.
The programme generated extensive print and online reviews, providing independent validation of the ADV9's performance, design and premium positioning.
One of the standout outcomes was a four-page print review in Motor Boat & Yachting, one of the sector's most respected titles.
Strengthening executive ability
Throughout the campaign, MTM secured Highfield’s CEO Paul Blanc several interviews and feature opportunities across leading industry publications including:
International Boat Industry
Boat Shed
Sail World
Powerboat World
Fishing Boating World
All At Sea (print and online)
Testimonial
"The MTM team became an extension of our own throughout the ADV9 launch programme. From pre-launch planning and media engagement to coordinating journalists at Boot Düsseldorf and managing our international sea trials, their expertise, industry relationships and attention to detail played a significant role in the campaign's success."
Morwenna Swan
Global Head of Branding and Marketing, Highfield Boats