Global boat and yacht manufacturer signs on new regional consultant to consolidate its corporate communication strategy as part of an enhanced calendar of marketing and public relations activities
Gulf Craft Inc. announced the adoption of a new corporate communications mandate, designed to better reflect its stature as a major global manufacturer of fiberglass boats and customized yachts ahead of the company’s 30th anniversary in 2012.
The company has appointed TRACCS, one of the largest public relations networks in the Middle East & North Africa, to lead the enhanced communications push which is expected to raise Gulf Craft’s share of voice in the trade and consumer press, at industry events and among a targeted client base.
Commenting on the agency appointment, Erwin Bamps, Chief Operating Officer of Gulf Craft said: “The company has grown tremendously in the past few years which has necessitated the rethinking of our communications strategy to better meet the demands of our partners and clients. Gulf Craft is keen to invest in our marketing and public relations efforts to more closely mirror our reputation as a major global boat and yacht manufacturing brand. A refreshed communications plan reflects our commitment to our existing client base to solidify our presence in the industry.”
As the largest manufacturer of fiberglass boats and yachts in the Middle East and Asia, Gulf Craft will work closely with TRACCS on activities covering key markets in the GCC such as Saudi Arabia and Oman as well as the Levantine market in countries such as Lebanon. TRACCS currently has strong local operations in 14 markets with offices in Jeddah, Riyadh, Dubai, Kuwait, Muscat, Manama, Beirut, Amman, Damascus, Cairo and Khartoum, and affiliate offices in Tunis, Algiers, Casablanca and Tripoli.
“We were keen to partner with a company that combines a strong reputation and regional heritage with a sophisticated outlook. As a company we believe in knowing the markets we do business in and we recognise a similarity in operational style,” added Bamps.
Key activities on the agenda involve developing a more vocal presence at industry events, trade and consumer shows – in the company’s home region and internationally; participation in luxury fairs; brand partnerships and promotional tie-ups with luxury lifestyle brands targeting a similar customer profile; and exploring speaking opportunities to share market insights and information on various issues affecting the local, regional and global boating and yachting industry.