Grand Bahama Shipyard Limited, based in Freeport, Grand Bahama, is the largest ship repair yard in the Caribbean and the premier cruise ship repair yard in the world.
InkWell was engaged to help them change the commercial maritime community’s perception of the yard. To support their efforts in meeting their goals for increasing commercial business, InkWell was hired in 2015 to consult on developing an international media buy strategy as well as developing the ads which would separate the cruise ship vs. the commercial ship repair conversation.
Traditionally the yard promoted the repair of cruise and commercial vessels in one message, but for their new campaign, we separated their respective presentations. This resulted in a new strategy to purchase ads in international publications with messaging using the vessel types flagged for within either North America, Europe or Asia.
After a successful start to the campaign, InkWell then assumed the development, design, and implementation of all business collateral, marketing materials, including a new comprehensive, mobile responsive website, with companion sales materials used by their International Sales Teams and worldwide agents.
InkWell was engaged for an extended term as a consultant continuing to develop the website, structure media buys, design and deliver print and online advertising, along with sales materials for the sales team. After a two year term, InkWell was tasked with training their in-house marketing department to be self-sustaining.