Cockwells buoyed by award nomination
2:54pm Thursday 10th May 2012 in Business
An innovative marketing campaign from a Cornish boatbuilding specialist has been recognised with a nomination for excellence at the forthcoming Cornwall Business Awards.
Cockwells, based at Mylor Creek Boatyard, near Falmouth, has been singled out thanks to a creative marketing strategy that took advantage of a wide variety of channels to spread the word about its new semi-production motor boat Duchy 27, the first in a new range called Duchy Motor Launches.
The campaign was built around a strong brand and an innovative web presence with a targeted SEO campaign, both of which were achieved with the help of Penryn-based design and marketing agency Eight Wire.
Also important to the marketing mix were the strategic targeting of industry press, resulting in prime features being published in national and international marine media, and participation in major boat shows in Southampton and London.
It was necessary for the marketing campaign to begin before the first Duchy 27 had even been built - this meant that new creative avenues were required to explain the concept and feel of what the Duchy 27 would be like.
Illustrator William Grill was commissioned to create a 1930s-style poster with a highly stylised image of the boat cruising at speed in the waters around Falmouth. The marketing team also interviewed yachting celebrity Peter Nicholson about his positive experiences of the Duchy 27's predecessor, to raise the credibility of the boat that was yet to hit the water.
The first Duchy 27 semi-production motor yacht, fitted with a 200hp engine capable of 25 knots, was launched to wide acclaim by Princess Anne at the Mylor Creek yard in an event that established Duchy Motor Launches as a brand that stands for the highest quality.
Members of the Cockwells team also attended a number of boat shows to demonstrate the new boat. The 2012 Tullet Prebon London Boat Show was a particular success, with orders valued in excess of £300,000 being placed for the Duchy 27.
Cockwells' strong presence at these events has been backed up by a considered campaign of press releases, advertising, email marketing and social media activity, all of which have worked together to raise awareness of the Duchy Motor Launches brand.
Increased interest in Duchy Motor Launches, buoyed by Cockwells' marketing efforts, prompted the company to create two new positions for experienced shipwrights earlier this year to address rising demand.
“I was delighted to hear that the efforts of Cockwells' marketing department, in conjunction with the services of Eight Wire and 2kS, have been recognised for the Cornwall Business Awards,” said Cockwells director Jo Cockwell.
“Their innovative campaign has been so effective and we are already reaping the rewards. To receive the Marketing Excellence award would be a fantastic stamp of approval for the ongoing work that the team is carrying out.”
The Cornwall Business Awards, organised and presented by Cornwall Development Company, take place at the St Mellion International Resort on 17 May.