The unknown chance: model yachts - best brand ambassadors in the sailing market

Hans Genthe
11. Feb. 2020
2 Min. Lesezeit

Aktualisiert: 12. Feb. 2020

Every little boy loved to play with a model boat in a bathtub, as he grows, the toys become bigger, but the need is still there. This is probably the main reason why a sailing model boat regatta is more attractive for spectators and media than a big boat regatta. In the past a press release for a model yacht race got more attention and published news than a similar press release for the biggest offshore race in Germany, the Nordseewoche. We did the PR for both. Another reason: The market for radio-controlled toys in Germany is larger than the entire water sports market.

The automotive industry uses all kinds of model cars very intensively to increase its brand visualization at an early stage. The sailing industry could do the same with model yachts. Strangely enough, after 10 years, no sailing shipyard is using this simple means to increase customer loyalty and brand awareness:

- developing a model yacht

- publishing the story behind the model yacht (content/social media marketing)

- distribution of the model yacht online/offline

- creating customer events by using model yachts - out of season (event marketing)

- sponsoring a model race series to get worldwide media coverage

- using model yachts (and water basins) to make an exhibition stand more attractive

Based on a minimal budget but maximum marketing efficiency, the stockmaritime brand has created one of the most visited YouTube sailing channels - at a fraction of the cost of others.

Update 1/2020: 4.843.246 viewed videos at the stockmaritime Youtube Channel. See the actual numbers here: stockmaritime channel >>

For the VOLVO OCEAN Race, we developed VOLVO 70 model yachts, that are used during the stopovers in the harbours for model yacht races. The visitors got an impression how a race works. But only the additional media coverage was worth all the efforts. We trained members of every Volvo Team how to handle the boats. Low maintenance costs, easy usage/transport and saltwater resistance were the main requirements of the yachts we developed and built in Germany.

WIN-WIN-WIN-WIN: fun for spectators team-members, media coverage for race organization, sponsors

Later we developed VOLVO 65 model yachts with radio controlled gennaker - furling, sheeting and gybing.

Abu Dhabi Boat Show: Presenting the 110m Megayacht concept BLOHM+VOSS BV110 with the help of three radio controlled four hydrojet driven carbon model yacht.