Company

No need to batten down the hatches! Over the years KAP Nautic has built up an excellent reputation in international waters with its in-depth experience and know-how. The Düsseldorf company exclusively distributes motor and sailing yachts from BENETEAU and offers its customers a comprehensive service: From the sale of new and used yachts, through preparing quotations and financing offers, right up to delivering vessels to their new home ports. BENETEAU is one of the world’s largest manufacturers of motor boats and has to-date launched over 36,000 boats. Of course, partner KAP Nautic also has its headquarters close to the water, and has weighed anchor in the old port of Düsseldorf. Here, visitors will not be able to overlook the historic “Aalschocker” eel fishing cutter. This lies directly in front of KAP Nautic’s offices and even delights the occasional BENETEAU owner with its nostalgic charm.


Task

A visit to BOOT in Düsseldorf is a must for passionate sailors. With 1,674 exhibitors from 63 countries, BOOT (the Düsseldorf boat show) is the world’s largest boating and watersports exhibition. KAP Nautic is of course, also on board and is represented at the BENETEAU stands. But this is not the only place where the company wants to boost the brand awareness of KAP Nautic and BENETEAU. It also wants to land some successes during the run-up to the event. As an international hub, Düsseldorf Airport offers an optimum platform for reaching a wide spectrum of show visitors and industry professionals. But the large number of business flyers that frequently travel through Düsseldorf Airport also presents an attractive target group – one that KAP Nautic wishes to reach.


Solution

To ensure a campaign really makes waves, it requires a strong concept, optimum positioning and attention-grabbing forms of advertising. Under the motto “Flying is beautiful. Sailing is better”, KAP Nautic used both indoor and outdoor billboards in particularly high-footfall areas. A total of 40 posters in the waiting and security areas and at Pier A attracted visitor’s attention with fantastic photographs of the latest BENETEAU yachts. Original BENETEAU boats were placed in two outdoor locations to welcome arriving airport guests – who were very surprised to experience so much maritime flair at Düsseldorf Airport.