Ribcraft Leisure

Ribcraft are a UK RIB manufacturer based in Yeovil, Somerset. They have a well established presence in the Marine industry, particularly on the commercial side where they build a range of crafts, from sea safari vessels to boarder patrol boats. To grow and expand their leisure range, and to communicate the launch of a new model, MindWorks was chosen to create and coordinate a targeted PR campaign.

MindWorks were asked to initiate a co-ordinated European PR campaign to launch the new Ribcraft leisure range and position the three boats as high quality leisure craft which all benefit from the DNA of Ribcraft’s milpro hull design.

We created a series of news releases, focused initially on the launch of Ribcraft’s leisure range and then each focused on the models within the range. We created a bespoke news template for Ribcraft and curated a media list of UK and European marine journalists.

RESULTS

59.32%

open rate

11.86%

click rate

First release results: 50% open rate, 7.38% click rate

Second release results: 59.32% open rate, 11.86% click rate

Whilst the overall campaign was cut short (2/4 news releases distributed), we achieved wide coverage for both releases across the UK and Europe, placing Ribcraft in key marine media to reach a leisure audience.