MSM and Port Marlborough came to us for a refresh and a new positioning, wanting to connect with the next generation of boat owners, the young bucks, shift some lingering perceptions, show off the Marinas, and although it’s not a tough ask, showcase what Marlborough is all about.
Marlbourough Marinas is made up of three seperate Marinas, Picton, Havelock & Waikawa. After our little ticky tour around the Sounds (I know right, perks of the job) we found each had such a distinct flavour and story that needed to be represented and told.
We went straight to the heart of the boaty, with the essence “keeping a home in the heart of your playground”. This allowed us to engage with multiple audiences and build three distinct identies for each marina that aligned with this shared ideal.