Objectives:
Provide maritime industry specialist PR expertise on long term retained campaign.
Use knowledge of maritime trade press, ability to write technical articles and knowledge of networking in UK and overseas.
Raise awareness in global maritime industry press.
Raise awareness on social media notably Twitter, LinkedIn and WeChat with quality content.
Gain recognition for the ethos of flag – notably its commitment to seafarer welfare and the environment.
Gain recognition for commitment to innovation around green fuels and digitisation.
Raise awareness in Asia and in particular China.
Outcomes:
- Generated highest level of coverage the registry has ever received since founding in maritime press. 456 pieces of coverage in three years with 11.8 million estimated views of coverage.
- Website hits up by a third. News section website traffic increased by 65pc.
- Massive increase in traffic from Asian countries including 242pc rise from China, 126pc from Singapore, 125pc South Korea and 359pc from Philippines.
- There was a 56pc rise in traffic to IOMSR website from LinkedIn compared with the 20 month period prior to July 2020 when Polaris campaign began. Linkedin followers rose by 1000 in 12 months during campaign.
- 57pc of online publicity had a stronger Domain Authority than the IOMSR’s own site, such content will have a positive impact on SEO.
- Secured maritime award wins and shortlistings with Mersey Maritime and National Maritime Awarda during London International Shipping Week.
- Successfully launched the IOMSR ‘Crew Matters’ seafarer welfare app, the first ever launched by a flag state.
- Helped IOMSR become the first flag state to join the influential Getting to Zero Coalition of leading global maritime organisations leading the decarbonisation agenda.
- Helped IOMSR join influential Intercargo dry bulk business association.
- Successfully launched new Green Registration Fees regime, the first by a flag state offering reduced fees for vessels deploying green technology.
- Independently audited research by Experience Media Analysts found all key messages are being consistently communicated on news releases, social media posts, and earned media social mentions.
- The research found the multi touchpoint approach of the PR campaign of news releases, social media posts, and earned media social mention is leading to improving outcomes.
- Helped registry to network in the UK and overseas notably the United States and China.
