For years, boating holidays have been perceived as something that’s reserved for the rich, retirees and the highly skilled.
In February 2018, we teamed up with Borrow A Boat to help them achieve their ambition – to open up the world of boating so it appeals to people who’ve never done it before.
To achieve this ambition, we set out to shift this perception with stories to reveal the magic of boating and inspire a new audience to ‘give it a try’.Goals
We identified three target audience groups then ran a series of focus groups and interviews to understand their feelings towards boating holidays and what they looked for when searching for new adventures. For the experienced charterers, we focused on finding out what all the fuss was about.
This research surfaced a bunch of untold stories that led us to the conclusion: boating changes the way people see the world. This simple piece of insight became the crux of our campaign.
The idea was simple – surface all the magical moments that happen when you Borrow A Boat.
This direction enabled us to create highly targeted messaging for each audience group and enhance brand awareness by using ‘Borrow A Boat’ in the core storyline.
We identified three story categories from the research: secret places, unpredictable moments and epic emotions. These became launchpads for the creative and enabled us to focus on specific stories we wanted to bring to the world.
Part of our goal was to create a visual style that was ownable and shareable, so we explored masses of photography and pulled out the ones that would make people want to jump in. A bit like that scene in Mary Poppins.
We paired stunning photos with bold and punchy headlines to create a fresh looking campaign that ran across multiple social channels as well as travel print and press.
We can adapt fast, move like the wind and make amazing stuff happen before you blink.
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