Carswell Gould has been working with the marine and maritime industries for over 30 years. This presentation explores some key areas of experience and our approach.

2. Award-winning integrated
agency with 20 years
experience, located right at
the heart of the UK’s biggest
marine market.

4. We are an integrated agency with
digital at its core, using traditional
and bleeding-edge tactics to
deliver return on investment.
Advertising
& Media
Web &
Email
Social
Media
Design
& Print
Planning
& Srategy
Product
Launches
Boat
Shows
Direct
Response
Seminars
& Events
Reputation
Management
PR &
Engagement
Content
Marketing
Branding
& Identity

5. Our Approach
We get under the skin of your company
to understand your aims and objectives.
With our knowledge of the marine sector
we create conversations around key issues.
Using the full spectrum of marketing
communications we deliver real results.

7. Fully Integrated Campaign
Page 5
Pages 8&9
Page 12
The Daily Telegraph
NO STILETTOSREQUIRED
have spent a day in the penguin
enclosure at London Zoo, and recently
I had to wear a hat resembling a picnic
set on my head. But I felt that this
probably topped them all. My boating
experience extended no further than
trips on ferries and the occasional go
on a pedalo in the Serpentine, so it
didn’t seem wise to agree to travel to
the Arctic in a motor boat you could
not swing a cat on.
I called Hugo. “It’s a very kind
offer,” I said, “but I’m not sure I’m
the girl for you.”
“Think about it over the weekend,”
he ventured.
“OK,” I lied, “I will.”
The weekend passed in its usual
blur of sleeping, drinking and more
sleeping. On Monday, Hugo called
again, and again I told him that I
didn’t think this was an adventure for
me. Everything about it seemed
wrong: the fact I would be the only
woman; my lack of experience; the
small issue that the furthest north I
had ever travelled was Edinburgh. Why
did they want to do it? “Because such
a big journey has never been done in
such small boats,” he said. This didn’t
encourage me.
And then I realised that the very
reasons I didn’t want to take part were
precisely the reasons I had to. My life
was good, but it had entered a
predictable pattern of boozed-up
nothingness, sitting in pubs with
mates, going to bed, getting up and
going to work, and so on and so on.
What I needed was a challenge.
I told Hugo I would do it.
The trip would start in Wick, one of
the northernmost points of mainland
Britain, and end some 1,000 nautical
miles away in Svolvaer, a Norwegian
town well within the Arctic Circle. It
would take about six days to complete,
weather permitting, and we would
probably finish it on what just
happened to be my 31st birthday
(I told myself this was a sign).
We would not all be in the same
boat, either figuratively or literally, for
there would be two craft, both only
20ft (6m) long, half of us in each. The
first day would take us to Lerwick in
Shetland, a journey of five or so hours.
I
’d like to tell you how I came to be
floating in the North Sea, halfway
between the Shetland Isles and
Norway, at midnight, in the shadow
of oil rigs. It started, as these things
so often do, with a phone call. I was in
a shop on the King’s Road in London,
trying on a dress that I didn’t need but
wanted – yet another addition to all
the frocks and high heels and
frivolities that already make up much
of my life – when my BlackBerry rang.
It was a man called Hugo
Montgomery-Swan, whom I had never
spoken to before. He wanted to know
what I was doing at the end of June. I
looked in my diary. I had three parties,
two dinners, and a plan to see Take
That. “Well, I was just wondering,”
said Hugo, who by now had informed
me he was the editor of a boating
magazine, “if you would like to join
myself and six men on a trip to the
Arctic Circle by rib.”
I had a picture of me and seven
blokes travelling to a world of polar
bears on a bone. “By rib?” I asked.
“Yes, a rigid inflatable boat. R–I–B.
It will be the first time it’s been done.”
“Would you mind if I called
you back?”
I left the fitting room, bought the
dress and then went to Google a
picture of an RIB. It looked like a
glorified dinghy.
Now, as a Telegraph writer, you are
often invited to do ridiculous things. I
CHRIS WATT
Web
Social Media
Direct Marketing
Design
National Press
International Press
Film
Bringing It To Life
Bryony and the boys: top, from left, Hugo Montgomery-Swan, Julian Hutson-Saxby and Andy Warrender
>>

8. Strategy and Tactics
A far-reaching integrated
campaign that achieved all
objectives because CG:
Created an interesting and
compelling subject
Offered users multiple ways to
find out about it and share it
Left a legacy for Ribs to
the Limit and sponsors
Promoted RIBs and their
capabilities to a wider and
more diverse audience by
generating a mass of coverage
both on and offline as well as
in national and trade press
Feedback shows CG inspired
people to get off their seats
and onto the water
Communicated to the
public the fun of the sport

9. Results over three months
21
Print
Stories
12
minutes
TV Airtime
65
Online
Stories
2 Million
Social Media
Reach
18,874,130
Total Campaign
Reach
£139,787
Total Coverage
EEV

10. Quality
Cost
Reliability

11. Understanding Your
Biggest Challenges in 2013

13. Direct Response
Branding
Design

14. Southampton
The UK’s Premier Cruise Port

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Southampton Airport
Mayflower Cruise Terminal
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The UK’s Premier Cruise Port
Ocean Terminal
Distance from the Port
Place
Km
Miles
Time
Central Railway Station
3.5
2
6 mins
Southampton Airport
9
6
15 mins
Winchester
23
15
30 mins
Bournemouth Airport
48
30
45 mins
Heathrow
110
68
1 hr 15 mins
Central London
131
90
1 hr 40 mins
Gatwick
146
91
1 hr 45 mins
Marine Information
Deep water channel
QEII Cruise Terminal
Deep water berths
No restrictions on