THE CLIENT

Chris-Craft, America’s boatbuilder since 1874, is an iconic luxury boat brand that leads the marine industry in craftsmanship and quality. Headquartered in Sarasota, Florida, Chris-Craft builds a variety of sterndrive and outboard powerboat models and is a wholly owned subsidiary of Winnebago Industries.

THE TEE UP

Chris-Craft’s 150th anniversary presented a unique opportunity to honor its legacy while building awareness of the brand, its newest boats and its vision for the future as a Winnebago Industries business. The landmark year included two key product launches – a special anniversary edition of the Launch 27 and the debut of a new boat for families and adventure seekers – the Sportster 25.

To maximize this opportunity, Chris-Craft partnered with Tiny Mighty Communications (TMC) to celebrate this historic milestone and promote the Special Edition Launch 27 at the Miami International Boat Show (MIBS).

THE STRATEGY

TMC and Chris-Craft leveraged the Miami International Boat Show (MIBS) to launch the 150th-anniversary campaign and promote the Special Edition Launch 27 with a media relations campaign and in-person media event. Key strategies included:

  • Multimedia press release about the Special Edition Launch 27 prior to the show, infusing the release with 150th-anniversary campaign messaging.
  • Invitation-only media event/champagne toast and christening of the Special Edition Launch 27, featuring leader remarks and 1:1 tours for journalists and influencers
  • Onsite media interviews with Chris-Craft President Steve Heese

Campaign Objectives.

  1. Leverage introduction of Special Edition Launch 27 to generate increased awareness/interest in Chris-Craft as luxury boat brand for 150 years
  2. Secure at least 10 pieces of earned media coverage in marine, business and luxury lifestyle media
  3. Secure pre-show media coverage in Robb Report’s MIBS preview article 
  4. Confirm at least 20 attendees for MIBS media event 

THE ACTION

TMC initiated a media relations program ahead of the MIBS to meet the above objectives, create internal alignment and generate meaningful media coverage to effectively kick-off the year-long anniversary celebration.

Key Deliverables.

Press Conference Content
  • Chris-Craft 150th Key Message document
  • Run of Show
  • Media Invite
  • Press Conference Script
  • Media briefing booklet 
  • 150th anniversary champagne flutes
Media Relations
  • Press release (wired and pitched)
  • Media advisory

Target audiences. Boating, luxury lifestyle and business journalists, dealers, consumers/owners, employees.

Target channels. Print, digital, broadcast, social

THE RESULTS

The150th anniversary celebration at the MIBS was a resounding success, meeting or exceeding all defined goals for the campaign. Positive outcomes included:

  • Press conference: Secured the attendance of more than 20 industry/media contacts
  • Wired media results: More than 1,000 placements with 3.9B reach, including placements in AP and Yahoo Finance
  • Direct media pitching: 20 pieces of coverage, with a total potential readership of 1.2M 1,239,792

Together, TMC and Chris-Craft successfully kicked off a monumental anniversary, helping to position the brand for a momentous year and another 150 years of luxury marine innovation.

Top coverage quotes

Happy 150th to all Chris-Craft owners… It’s fitting that the classic Launch 27 was chosen to celebrate the 150 years of the brand since it was the first model in the current Chris-Craft’s lineup.”
Robb Report
Chris-Craft’s Launch 27 anniversary edition honors the legacy of this beloved yachting brand… This year, Chris-Craft brings a next-generation luxury boat back to market.
Jetset Magazine
First a little history lesson. Way back in 1874, a 13-year-old called Christopher Columbus Smith, knocked together his first wooden skiff in a shed in rural Algonac, Michigan. Chris-Craft was born.
Motorboat & Yachting