yearbook 2018/19 · wrote content for a brochure to promote the benefits of chartco’s new and...

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YEARBOOK2018/19

WELCOMESaltwater Stone delivers intelligence-led PR campaigns; strengthening clients’ reputations and influencing target audiences to help businesses prosper and grow.As long-standing experts in our field, with experience in all aspects of the maritime industry, we can ensure your message is communicated with clarity to reach those that really matter.This yearbook introduces a small selection of the clients we have worked with over the last year and outlines our comprehensive range of services.

We are Saltwater Stone

The Maritime Communications Agency

CONTENTSThe Saltwater Stone team 4

Client focus: Cox Powertrain 6

What we do 8

Client focus: ChartCo 12

Delivering across the oceanspace 16

Client focus: Kongsberg Digital 18

Worldwide reach 20

Client focus: Ocean Signal 22

You’re in good company 26

Client focus: YANMAR 28

Industry choice 30

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THE SALTWATER STONE TEAM———

Our team of ex-journalists, PR professionals and creative specialists are passionate about helping marine businesses communicate effectively. We combine great ideas with clear strategic thinking and skilled design to build inspiring campaigns.

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Our writers are adept at turning jargon-heavy text into compelling copy to help engage with the right audience and increase awareness. After 27 years working at the heart of the marine industry, we have built up unrivalled relationships with the sector’s media so we can get your message in front of the people that matter.

In a rapidly-changing media landscape it’s vital to channel activities to the most effective outlets. Making use of the very latest media intelligence, we help focus strategies to deliver effective campaigns that increase both coverage and profitability.

CLIENT: DOMETICDometic is a global market leader in branded solutions for mobile living in the areas of food & beverage, climate, power & control, hygiene & sanitation and safety & security.———Image credit: Dometic

4 The maritime communications agency

saltwater-stone.com 5

CLIENT FOCUSCOX POWERTRAIN

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Full-service client Cox Powertrain approached Saltwater Stone in 2016, looking for assistance to create a “solid PR plan” to build momentum and brand awareness in the run up to the launch of its ground-breaking CXO300 – the world’s highest-powered marine diesel outboard. With its roots in Formula 1 racing, and backing from the British Ministry of Defence, Cox’s innovative engine is targeted at the commercial, defence and superyacht markets.

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Mindful of the importance of good media coverage, Cox tasked Saltwater Stone with creating well-timed, considered copy to raise awareness and ensure the market was primed in anticipation of the release of the CXO300. Over the last year we have secured coverage in a range of publications and helped develop the phenomenal level of brand awareness Cox now enjoys.

Impressed by our work, as well as our knowledge of both the superyacht and commercial sectors, Cox increased its brief by adding design services to our remit. Our creative department collaborated with its marketing team to develop a series of key messaging concepts to run at various points across the year, as momentum built towards the launch of its first engine. These were rolled out across all platforms from print collateral and online advertising through to large-format graphics for exhibition stands and Cox’s new factory space.

During this time we also supported Cox at a range of global shows and exhibitions, including the CXO300’s

official industry launch at Fort Lauderdale International Boat Show in October 2018, for which we organised a well-attended press event. Our long-term PR strategy has been backed up by an in-house designed advertising campaign, managed by our media buyers, across a broad spectrum of publications.

Over the last year we have designed and produced content for online and print advertising, sales brochures, dealer and distributor documents, technical specifications, owners’ manuals and warranties. In addition, we also created event banners and exhibition stands for Seawork, Monaco Yacht Show, Fort Lauderdale Boat Show, METSTRADE and the International Workboat Show.

Working with Cox as a full-service client has allowed us to provide the ultimate joined-up service, with our PR, design and media buying teams collaborating to produce a highly-effective strategy to raise awareness for the launch of this ground-breaking new engine.

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CLIENT: KONGSBERG MARITIMEKongsberg Maritime’s new HUGIN SUPERIOR AUV (Autonomous Underwater Vehicle) System introduces significantly enhanced data, positioning and endurance capabilities that together will stimulate a positive step-change in subsea survey operations for commercial, government, and naval users.———Source: Saltwater Stone Client News Room 05/12/18


The Saltwater Stone team spends time to thoroughly get to know each client and their goals so we can formulate the best possible strategy to achieve the desired objectives. We then deliver tailor made, innovative solutions, targeted to the right audience to ensure you receive the optimal exposure.

As a full-service agency Saltwater Stone offers:• Communications – public relations, media relations and social network support • Content – magazine features, brochures, websites, blogs and newsletters• Advertising campaigns – media planning and buying• Design and branding – original artwork for print and digital• Event organisation and delivery • Exhibition and show support

Public Relations and Media RelationsStrategic planning is the cornerstone of our work, enabling us to deliver effective campaigns and communicate with those that matter. With nearly three decades’ experience, we are uniquely positioned in the maritime world to guide companies through the ever-changing media landscape. Our unrivalled contacts book means we can be more successful in securing positive coverage, and the credibility this brings, raising clients’ reputations via trusted media channels.

Storytelling helps us reach the audience our clients seek to engage with. Our in-house writers proactively create content that is valued by editors, enabling us to enhance reputations and connect with key markets.

Saltwater Stone will help define and position a business, and clearly articulate its identity and ambitions.

Advertising CampaignsHowever great the campaign, it’s not enough unless it reaches the correct audience at the right time.

The Saltwater Stone media team builds effective advertising schedules across all platforms, whether at a global scale or closer to home, from annual campaigns to one-off projects, in budget and to deadline. Working collaboratively, the Saltwater Stone studio can design adverts, manage artwork calendars alongside clients’ advertising schedules, track digital performance and proof of insertion.

Our media intelligence team monitors and analyses online and off-the-page maritime media to create an accurate picture of the real value of each publication.

Design, Branding and DirectionSaltwater Stone’s creative studio produces designs that bring ideas to life, building and transforming brands and delivering messages that cut through with clarity.

Thorough research is the foundation of our work, providing a deep understanding of a client and its customers so we can help define, position and clearly communicate a company’s identity and ambitions.

Artwork can be created for a wide range of uses, from brand identities, brochures and websites to animated adverts, wall graphics and show stands, and our work is widely recognised for its boldness of vision and strength of impact.

WHAT WE DO———

We provide creative public relations and communications campaigns, using up-to-the-minute market intelligence, skilled journalism and the very best in contemporary design, to help endorse client reputations, and ultimately drive sales.

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WHAT WE DO———

EventsWhen attending major shows and exhibitions, Saltwater Stone’s support can prove invaluable. Using our in-depth experience, we can advise which events are most suitable to achieve your objectives and the best methods to engage with the press once there.

Our team attends many of the most important marine trade and consumer gatherings worldwide and can support clients by organising product launches, press conferences, parties and industry round tables, as well as managing client event sponsorship. Thorough knowledge and understanding of the industry’s leading shows and exhibitions, backed up by outstanding attention to detail, guarantees the delivery of efficient and effective events that produce tangible results while also providing excellent value for money.

Additional show support we offer includes writing and supplying press kits, organising professional photo shoots and arranging face-to-face time with leading industry journalists.

Saltwater Stone also sets up and manages stand-alone events, such as international product launches. With an understanding of audience needs, we can take care of all aspects from choosing a location and caterer to selecting and inviting the relevant press. Knowing which writers are most likely to get something in print, means we only invite those that are proven to produce results.


EVENTS AND LAUNCHESSaltwater Stone attends numerous boat shows and events throughout Europe and the USA, providing unrivalled support and in-depth market knowledge.———Source: Saltwater Stone Boat Show Team – Monaco 2018

SUPERYACHTS

CLIENT FOCUSCHARTCO

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Leading the way in the development of voyage compliance and digital navigation services, ChartCo provides products for the commercial shipping and superyacht sectors that reduce costs, improve situational awareness and assist with the ever-increasing levels of regulatory compliance.

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Saltwater Stone’s expertise in both the commercial shipping and superyacht sectors was a major factor in securing this PR and design contract. ChartCo sought a communications agency that had “experience, market knowledge, authority and flair to create market awareness and develop strategic solutions to make ChartCo stand out,” and Saltwater Stone was selected as the ideal agency to achieve these objectives.

During a period of substantial growth for ChartCo, we have raised the firm’s profile by publicising its expansion and new appointments, increasing awareness of the extensive scope of its services and helping to launch new products. This included assisting with the unveiling of ChartCo OneOcean, a revolutionary new integrated platform, and the upgrade of the firm’s flagship e-navigation module, PassageManager, at SMM Hamburg.

We also liaised with shipping industry media to create content for magazines, highlighting the benefits of ChartCo’s EnviroManager which helps ships’ crews remain fully compliant around the globe. For the superyacht division, Saltwater Stone designed and wrote content for a brochure to promote the benefits of ChartCo’s new and improved services to captains and navigation officers at Monaco Yacht Show. Further creative work has included rebranding and the development of brand style guides, as well as designing marketing content such as brochures, digital assets and exhibition stands.



FleetManagerGlobal maritime fleet tracking and management

REAL-TIME MONITORINGAND CONTROL

EnviroManagerFor environmental compliance

EMPOWERING CREWS TO COMPLY WITH ENVIRONMENTAL REGULATIONS

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CLIENT: INMARSAT GLOBALThe crew of Row4Ocean were equipped with Inmarsat Fleet One for global, seamless voice and data service to stay connected to friends and family and communicate their message about plastic pollution in our oceans.———Source: Saltwater Stone Client News Room 05/12/18Image: Row4Ocean

PRESS & PUBLIC RELATIONS Award nominationsFeaturesInterviewsMedia relations MonitoringNews announcementsPlanning Press conferencesProduct testsSponsorshipStrategy

ADVERTISING CAMPAIGNSArtwork management Campaign reportingDesign & re-size Media buyingPlanning


DELIVERING ACROSS THE OCEANSPACE———

From commercial shipping and fishing to leisure boats and superyachts, we work with clients across a broad spectrum of maritime industries to deliver a comprehensive range of PR, advertising and design services.

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AquacultureCommercial fisheriesCruise & passengerMarine researchNaval & defenceOffshore oil & gasPowerboatsRenewables

ShippingSports boats & RIBsSports fishingSubseaSuperyachtsWorkboatsYachts

Communicating in your specialist markets

EVENT ORGANISATION Press conferencesProduct test daysSea trialsSite visitsAwards ceremonies

SOCIAL NETWORK SUPPORTCampaign strategyAuditsIntegrated plansMonitoringPlanning

CONTENT WRITING Advertorials Brochure textCase studiesCompany profilesConference paper abstractsProof reading Website contentBlogsNewsletters

DESIGN, BRANDING & MARKETINGAdvertising campaigns Print designExhibition stand designMarketing contentRebrandingWebsite development


CLIENT FOCUSKONGSBERG DIGITAL

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Positioned as the digital centre of excellence within Norway’s Kongsberg Group, Kongsberg Digital is a global driving force behind the exciting vision of Maritime 4.0 as well as industrial digitalisation within oil and gas, and renewables and utilities.

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Leveraging the power of connected and integrated technologies with Big Data, Kongsberg Digital’s 500-strong team is dedicated to unlocking new operational efficiencies, establishing new business models and reducing the environmental impact of maritime and energy industry operations.

Digital transformation is still in its infancy in these markets so, while Kongsberg Digital’s Kognifai open digital ecosystem is a state-of-the-art enabler, a fundamental shift in thinking at all levels is essential if data is to guide us on the path to a sustainable future. And that takes communication.

We have supported Kongsberg Digital’s marketing and communications team with international external communications since the company was created in 2016 – by combining the strength of digital and

software expertise across the Kongsberg Group. Our work goes back much further though. Kongsberg Digital encompasses a broad portfolio which Saltwater Stone has been involved with for many years through PR and media relations, as well as design and advertising services. Products we’ve worked on include world-class drilling and production technology solutions and the most advanced maritime training simulators, through our partnerships with Kongsberg Oil & Gas Technologies and Kongsberg Maritime respectively.

While ensuring potential clients see Kongsberg Digital news in international maritime and energy trade publications and websites, we also develop informative technical content on the application of its cutting-edge technology, support its activity at industry exhibitions and help out with its annual Simulator User Conference. Last year we took a group of journalists

along to the conference with us, resulting in some great exposure for this important area of Kongsberg Digital’s business. Also delivering a very positive outcome was the nomination of Kongsberg Digital President Hege Skryseth as Digital Change Maker of the Year for the Fathom Smart Ship Awards, at the end of 2017, and subsequent management of the entry process. She won this prestigious award.

The team at Kongsberg Digital is made up of consummate professionals who are incredibly passionate about technology and digitalisation, which makes for a very exciting client to work with!

19Image courtesy of Kongsberg Digital

CLIENT: PRINCESS MOTOR YACHT SALES In January 2019, several of the latest yachts in the Princess range were showcased at boot Düsseldorf. This included the world premieres of four yachts, the Princess Y85, V78, F45, F50, which were displayed alongside the exhilarating new Princess R35, shown below.———Source: Saltwater Stone News Room December 2018.


WORLDWIDE REACHFrom our Poole Quay base, in the south of England, we travel to major industry shows and events around the world – ensuring our outlook is always globally informed. Our detailed knowledge of worldwide marine events means we are well placed to advise customers planning to exhibit or launch products at these shows.

Saltwater Stone has experience at most leisure boat and superyacht shows including:

Annapolis Sailboat Show, Annapolis Powerboat Show, boot Düsseldorf, Cannes Yachting Festival, Dubai International Boat Show, Fort Lauderdale International Boat Show, METSTRADE, Miami International Boat Show, Monaco Yacht Show, MYBA Charter Show, Nautic Paris Boat Show, Palma Superyacht Show and Southampton Boat Show

Our knowledge of commercial maritime events includes:

DSEI, Europort, IBEX, International Tug, Salvage & OSV Convention, International Workboat Show, Ocean Business, Oceanology, Offshore Europe, Posidonia, Nor-Shipping, Seawork International and SMM

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Years of networking at marine shows and exhibitions has enabled Saltwater Stone to build up a worldwide, GDPR-compliant database of media contacts and outlets.

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CLIENT FOCUSOCEAN SIGNAL

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Saltwater Stone has worked with Ocean Signal since its inception, aiding its transformation from an unknown start-up to a globally-respected brand. The firm was founded by ex-directors of a previous Saltwater Stone marine electronics client and we were initially tasked with informing and educating the international media about their expertise as well as helping to publicise the launch of Ocean Signal’s products to the commercial shipping and superyacht sectors.

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Photo: @Ocean Signal rescueME MOB1 on a life jacket

Every effort was made to gain editorial in influential publications and this quickly created brand recognition and interest from potential dealerships. The outstanding quality of Ocean Signal’s products helped to convince editors it would become a major player in the market and develop dealerships globally.

Consistent PR activity has helped secure the brand’s position as a world-leading name in the safety-at-sea sector. Saltwater Stone has assisted in arranging several high-profile sponsorship opportunities, where lifesaving electronics are a paramount consideration, such as helping equip experienced mariner Lia Ditton for her solo trans-Pacific row. Activity in the commercial market has been particularly successful, with press coverage in virtually every publication covering shipping, safety and offshore, with the product range gaining market-leader position in many regions of the world.

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In 2015 Ocean Signal was acquired by top US marine electronics company ACR Electronics, which recognised Saltwater Stone’s success and appointed us to handle a number of their own projects in the US and Europe. Recent work has included publicising the use of Ocean Signal’s award-winning rescueME MOB1 man overboard device and rescueME PLB1 personal locator beacons by competitors in the 2017-18 Volvo Ocean Race. These two devices were incorporated into custom-made Spinlock lifejackets worn by all competitors and reflected the organiser’s desire to provide the best possible safety equipment for all crew.

We helped highlight the lifesaving capabilities of Ocean Signal’s products by publicising the 2017 rescue of Edward Harwood and his crew, whose vessel Mistral sunk in the Bay of Biscay. The

activation of his Ocean Signal SafeSea 100G EPIRB brought a helicopter to the scene a mere 10 minutes after it was set off, and 15 minutes after this they were all safely back on land.

Other developments promoted by Saltwater Stone this year included the expansion of Ocean Signal’s sales team, the launch of new Class A and Class B AIS transceivers, and the launch of 406 Beacon Awareness Day in Europe.


YOU’RE IN GOOD COMPANY———

Forging strong partnerships is fundamental to our success and we’re proud to have built excellent long-term relationships with many internationally-renowned clients.

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Our team is known for working with integrity and professionalism and we have earned an enviable reputation in the maritime industry for proactively supporting clients.

Clients Saltwater Stone is proud to have worked with over the last year include: ACR Electronics, ChartCo, Cobham SATCOM, Coppercoat, Cox Powertrain, Dometic, European Commercial Marine Awards, FLIR, Flexofold, Fischer Panda, Hatteland Display, IMIS Global, Inmarsat, Karpaz Gate Marina, Kongsberg Digital, Kongsberg Maritime, Marlink, Ocean Signal, Princess Motor Yacht Sales, Raymarine, Reed Exhibitions, Rock Seven, Sinot, Simrad, VETUS and YANMAR.

CLIENT: COPPERCOATThe Coppercoat on the Clipper boat hulls revealed no loss of coating thickness after the 2017-2018 Clipper Round The World Race. Coppercoat has been appointed the Clipper Race official antifoul for the next race in 2019-2020 based on the success of the protection.———Image courtesy of Clipper Race

HOW WE OPERATE———

We provide an all-encompassing service and deliver comprehensive, fully-integrated campaigns to communicate your message to the people that matter.

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We listen, research, question, advise and create to help our clients adapt and succeed in a rapidly-changing media landscape. Our in-house creative, management, planning and campaign teams collaborate to tell powerful, authentic stories in the media, support clients, manage reputations and foster trust.

Over the years we have established rigorous management frameworks to help deliver our creative services efficiently and professionally, on time and to budget.


CLIENT: KARPAZ GATE MARINAThe boatyard at Karpaz Gate Marina includes a 300-ton travel lift that accommodates yachts with a beam up to 10m. ———Image courtesy of Karpaz Gate Marina

CLIENT FOCUSYANMAR

Moving towards becoming a systems provider, YMI has been steadily launching new engines and drives across different categories. They also own marine equipment providers like VETUS, Maxwell and Flexofold, a Danish propeller manufacturer.

Saltwater Stone was approached by Netherlands-based YMI in 2017 to help with the European launch of its new 4LV series of common-rail engines by setting up media meetings and creating multi-language press kits for Cannes Yachting Festival. This one-off commission led to further support which has since blossomed into a trusted partner relationship. Saltwater was appointed last year as the retained agency to handle global PR for YMI, as well as US-based VETUS Maxwell, which is part of the YANMAR Group, and YANMAR-owned Florida distributor Mastry Engine Center.

Following the Cannes launch, the Saltwater-YMI partnership expanded to encompass the US business at the United States Sailboat Show in Annapolis with the successful introduction of the 4JH80 SPP joystick manoeuvring system. Further product press releases at exhibitions including METSTRADE, boot Düsseldorf and Miami International Boat

Show, along with key personnel announcements, secured coverage for YMI and its subsidiaries, such as Flexofold. Saltwater’s PR and design teams also collaborated to help create imagery and text for YANMAR’s new ‘5 x Best in Class’ branding.

Under the new contract, Saltwater organised productive, well-attended press events for both YMI and VETUS on adjoining stands for the launch of their latest products at METSTRADE. Further support was provided for an on-the-water demo day for VETUS Maxwell, during the US Sailboat and Powerboat Shows in Annapolis, to promote its award-winning series of BOW PRO thrusters, as well as additional demonstrations at IBEX in Tampa and at this year’s Miami International Boat Show.

Initially retained to handle PR for YMI, Mastry and VETUS Maxwell, Saltwater now also supports the Netherlands-based VETUS headquarters, assisting the renowned developer and distributor of complete marine product systems for leisure craft and small commercial vessels with new product launches and company announcements.


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One of the best-known names in leisure boat propulsion, YANMAR has been at the forefront of marine engine development since the 1920s. Leading the way in meeting tough emissions standards, YANMAR Marine International (YMI) has gained a reputation for its technologically advanced, clean, efficient and reliable diesel engines.

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After 27 years at the heart of the marine industry, Saltwater Stone continues to nurture the reputation of renowned long-term clients while also taking on smaller start-ups and one-off projects.

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As a forward-thinking agency, our experts keep their fingers on the pulse to ensure we are always in the know and fully-prepared for whatever the future brings.

To find out how your business could benefit from a partnership with Saltwater Stone, visit saltwater-stone.com or email [email protected]

Proud of our past but never complacent

Always informed but ever looking to the future

We are Saltwater Stone

The Maritime Communications Agency

BUILDING ON DECADES OF SUCCESS


Saltwater StoneLimosa House22 Strand StreetPoole, DorsetBH15 1SBUnited Kingdom—+44 (0)1202 669 [email protected]—saltwater-stone.com

yearbook 2018/19 · wrote content for a brochure to promote the benefits of chartco’s new and...

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