Outer Reef Yachts
Raising awareness of a US brand at the Cannes Yachting Festival
For an American company like Outer Reef Yachts, attending a boat show in Europe with a brand not normally associated within European waters could have been a costly and unplanned mistake, with little or no return.
The brand needed to be known outside of its core US market and, wisely, Outer Reef Yachts contacted us to help with as much Cannes pre-show publicity in both Euro and global press as possible.
We used our unrivalled database to invite 40+ EMEA and USA journalists to attend the world premiere unveiling of their latest model, the 640 Azure (and before that, the Trident range, which also debuted at Cannes a couple of years previously).
Interviews with the naval architect responsible for designing the yacht, and key ORY senior personnel made the press releases factual, and compelling reading for loyal and informed readers.
New relationships were formed between members of the press and the boat builder, a series of press sea-trials took place while at the show, helicopter photo-shoots were made and various front cover appearances and glowing reports in European, Middle Eastern, US and Australasian marine & lifestyle press ensued.
"We have continuously employed Adam and Mike for the Cannes Yachting Festival to attract journalists globally, and to build editorial coverage for us across the world. They are very proactive in ensuring maximum turnout on press day and the results have added to our ambition to be a world leader in long distance cruising."
Tracy Hess Burgess, Director of Marketing & Communications, Outer Reef Yachts
