Sailing Away From The Competition

Millennium and our client, Atlantic Cruising Yachts, took home a Neptune Award from the Marine Marketers of America for Event Marketing Excellence! To help increase Atlantic Cruising Yachts’ sales, Millennium recommended a new approach to our client’s Open House event— an evening happy hour event specific to their Jeanneau monohull line. The strategy used YouTube influencers, social media, email, and digital marketing to generate buzz that lasted well after the event!

The event was held on Thursday, July 18, 2019, at the Atlantic Cruising Yachts corporate office in Annapolis, MD. Boat slips were full of new-model Jeanneau yachts, and cocktails and hors d’oeuvres were served to attendees. We coordinated to have the Atlantic Cruising Yachts CEO, his team of yacht consultants, representatives from Jeanneau America, and YouTube influencers, Sailing Doodles, come together to boost the appeal of this summertime event on the water.

ACY worked with us to promote the VIP event. Marketing for the event included:

✔ A series of organic posts were made on each of ACY’s social media channels (Facebook, Twitter, and Instagram), as well as YouTube.

✔ The event was published on Jeanneau’s website and Millennium enlisted the help of Sailing Doodles—a yachting influencer with over 182,000 subscribers on YouTube and 11,000+ followers on Facebook—to further expand the event’s reach. After the event, the Sailing Doodles team released a sea trial video filmed that morning on one of the Jeanneau monohulls, which drove further traffic to the Atlantic Cruising Yachts website.

✔ A series of three separate emails were sent out to ACY’s entire mailing list.

Event Results

The Jeanneau VIP Happy Hour Open House received record registration and attendance, with attendees from as far as New Jersey coming down to Annapolis to attend.

Post Event Marketing

Post-event marketing included a Sailing Doodles sea trial video on one of the Jeanneau monohulls that received 112,271 views and 3,900 likes.

The Atlantic Cruising Yachts website experienced a 55% increase in traffic on the day of the post, and a 101% increase compared to the 21st. The increase can be directly tied to visits from the YouTube video.

See the full list of Neptune Award winners here.