This marketing campaign aims to create an online community called "The Port" for Aquadino, a yacht rental company. The Port will be a landing page and forum where yachting enthusiasts can share content like destinations, weather, industry news, and travel stories. To attract members, Aquadino will promote The Port through email, social media, and an offline workshop. The workshop will educate customers on trends and prepare them for vacations. If successful, the campaign could engage 1,000 registered users in its first month and establish Aquadino as a hub for yachting knowledge and connections.

1. Marketing
campaign for
Aquadino
Unique advertising

2. Client
Aquadino is a Czech yacht renting company which provides
yachts and sailing courses all over the world for more than 17
years.
Aquadino is one of the five largest and top-rated agencies
from Czech Republic which provides yachting services.
OUR TASK IS TO CREATE A COMMUNITY OF
YACHTER’S

3. Analyzing customer
 The average customer is male, in his middle age (40+-), who dreams about
spending his vacation with his family or friends, on a yacht. The average renting
price of a yacht per week is about 3000EUR.
 The most desired destinations are Croatia, Greece, Italy and exotic destination
such as the Caribbean's or Thailand.
 The company uses online promotion like banner advertising and social media
promotion through Facebook and Instagram.

4. Crystal
clear
question
Based on the thoughts that
communities always share the
interest, goals and knowledge, our
question is:
How can we attract
fans to our community?

5. Invitation
Different point of view
• Jan Podmanicky – musician
• Mark Winslow - IT engineer
• Owner of local bakery
01
Results?
Focus on creating
value
02

6. Facts
Growing interest in yachting.
No community for yachting people.
Growing middle class in Czech republic.

7. Comparison
Yachting
communities
in the world.
01
What makes
customers join
communities?
02
Sharing
stories, tips and
meet new people
to travel with.
03

8. Ideas
ONLINE – Social
media platforms,
SEO, banners, PR
articles, youtube,
newsletter, webinar...
OFFLINE – print
adds, citylights,
megaboards,
bilboards, posters,
flyers, events...
BUT!
Be different
& give people
value
Create
content
for
yachters

9. Relevance
Offline promotion
annual event about sailing, new
technologies, presentations of
destinations and networking for
the community
Online – The Port
create a platform that includes a
forum for yachter’s where they
find new and interesting
information

10. Solution
Create
A platform
with forum to
provide
community
with content
and new info.
Educate
Teach
customers
about trends,
destinations
and tools in
yachting.
Unite
Create an
active
community of
yachter’s
Spread the
message
Our happy
customers will
be the best
marketing
channel

11. Offline
Event
As part of our offline content
marketing, our idea is to create a
workshop before the summer
season, to educate customers and
prepare them for their next
vacation.
The workshop will include
presentations and debates from
experienced captains, exhibition of
new technologies for yachting and
tutorials about “how to do”.

12. Online
 For the customers to have an online experience where they can share content, we are
suggesting the creation of a landing page which will be the actual journal/news/forum
page with all the articles created by Aquadino.
 We chose the name The Port for the company's forum page .
 On this page, the company will publish relevant content, to create additional value for
their products and build a community around the forum.

13. Content
The Port
 Destination and traveling advices and warnings
 Weather notifications
 News from the yacht industries
 Publicize and promote upcoming seasonal
promotions
 Future trend predictions
 Interviews with customers or skilled captains to
share their stories
 Articles and advices about sailing
 Post guides for customers on how to maintain or
fix specific things
 Create an informational infographic
 Social media posts

14. Platform with forum – The Port

15. Tips, DIY, new ideas and
locations interviews with
travelers.
Online magazine
Meet yachter's from
Czech, find captains or
new crew members, share
ideas and experiences.
Forum

16. Social
media
 To spread the message about the new
platform the company should use their email
database and notify customers by email or
through social media – Facebook and
Instagram.
 Social media will be used to share the content
that is published on The Port.

17. Budget
The campaign budget consists
of web page costs, employee
monthly costs and training courses.
Web portal: 35 000 DKK
Online promotion: 10 000 DKK
Courses for
employees: 5 000 DKK
Total budget: 50 000 DKK

18. Effect of the campaign
 The marketing campaign will be hard to evaluate by ROI because this will not bring any
new customers from first insight.
 This campaign will be evaluated by the number of monthly readers and the people
involved in the content creation. Feedback from customers, social media buzz and
number of viewers on The Port webpage.
 We expect to have 1 000 register customers after the first month.