Objective
To partner the Yacht Racing Forum 2019. To plan, coordinate and carry out impactful PR and marketing for GRM clients and Foiling week.

Strategy

• To secure a partnership with the Yacht Racing Forum 2019. 
• To secure, design and produce a promotional stand for GRM & clients.
• To secure the new America’s Cup Foil arm from Persico Marine for the stand, a first of its kind event.
• To design and produce POS material and gifts to delegates for promotional purposes.
• To work on effective angles and story compositions to produce PR & articles surrounding the forum.
• To construct a presentation on sports marketing & sponsorship to be delivered by GRM to delegates.

Outcome
GRM travelled out to Bilbao, Spain for the 2019 Yacht Racing Forum to carry out effective marketing & PR for GRM clients and Foiling Week. Prior to travel, GRM worked on effective angles and story compositions to produce articles to promote the Yacht Racing Forum and to get in front of the right audience. These releases were then pushed out to national and international press and magazines.

The team then also designed and produced trade stands for Foiling Week, Via Sponsorship and GRM clients to make a presence at the Forum. As well as managing to secure the America’s Cup Foil arm for the trade stand, promotional material and goods were also produced and gifts organised to draw forum delegates to the stand and gain the most traction for GRM clients. GRM then captured both still imagery and video footage of the forum to produce creative content for press, web and social sites. 

As well as impactful press being achieved pre-event, the GRM team were able to effectively get in front of and attract the most appropriate delegates and audience for their clients to secure new projects & funding. Furthermore, press releases distributed were featured in national papers including The Herald, Business Insider and on AllMediaScotland. Further to this, the creative content produced was then distributed to clients and pushed out on the web and Social Media platforms, achieving huge international reach.

GRM also delivered a 30-minute presentation to delegates on sports marketing and sponsorship. The presentation was well received and comments from delegates including the head of projects from St-Petersburg Yacht Club were, “We really enjoyed GRM’s meeting on sponsorship and would like to have a meeting in St-Petersburg regarding projects within our Yacht club”. A successful marketing campaign was delivered, and all objectives were met, leading to a successful marketing & sponsorship campaign for the Yacht Racing Forum, Foiling week and GRM clients.

Chief Executive of the Yacht Racing Forum, Bernard Schopfer said: “We were delighted to have GRM, a Scottish marine marketing agency on board as partners of the Yacht Racing Forum and were extremely excited to have the opportunity of the Persico Marine, Americas’ cup foil arm showcased at the Forum.” 

Foiling Week president, Luca Rizzotti, said “This year, we were delighted to appoint GRM as our marketing agency which gave us the possibility of showcasing Foiling Week’s plans and initiatives.”