01 January 2019
NAUTOR'S SWAN
Quinag establishes year-long media and communication collaboration with one of the most established and respected names in the yachting industry.
01 January 2019
Quinag establishes year-long media and communication collaboration with one of the most established and respected names in the yachting industry.
For over 50 years, Nautor’s Swan has led the way in the design and manufacture of elegant, high-performance yachts, as adept on the racecourse as they are cruising the world’s oceans.
In 2016, Nautor launched its third one-design model, the ClubSwan 50. As revolutionary in looks as it is in concept, the ClubSwan 50 is a no compromise thoroughbred racer with heavy emphasis on short course racing. The launch marked a step-change in the evolution of the Swan brand. No longer simply the builder of performance cruiser-racers, Nautor’s considerable experience and knowledge was to be invested in developing a line of high-performance, cutting edge One Design racing yachts. As part of this plan, Nautor launched The Nations Trophy, a new regatta open only to Swan One Design yachts, committed to revitalizing completion between nations. Quinag was asked to develop the launch strategy and manage the media communications in the lead up to and at the event itself.
Quinag was asked to:
Quinag was an integral part of The Nations Trophy organization from January 2017. Quinag took part in regular planning meetings held at Nautor's Swan HQ in Florence, Italy in person and by video conference. Discussion included event development (rules, race schedules, shoreside programme) as well as media related activities.
Quinag worked with Nautor’s Swan to establish the core event messages, unique characteristics, and target audiences.
The communication programme was defined by Quinag early in 2017 covering pre-launch, launch, build-up and the event itself.
Quinag supported the video press conference held in Florence used to launch the event, advising on environment set up, participant speeches, and video editing requirements for traditional and social media.
Quinag identified media opportunities and organized the attendance of four international lifestyle/horizontal media invites (UK, Germany, Spain Russian and Japan) to attend and report.
Post-event Quinag tracked selected media return using media intelligence software.
As a result of the successful inaugural event, Quinag was retained to organise media activities at 2018 The Nations Trophy Mediterranean League, which was created to maintain momentum for the Swan One Design fleet and to respond to evident media & public interest. Quinag has also been retained for The Nations Trophy 2019.
