Setur Marinas, the pioneer of the marina management and the leading marina chain in Turkey, is the favorite of boat enthusiasts baceause of its innovative campaigns as well as its service quality. The “chain campaign”, which is renewed every year, is the pinnacle of opportunities in this business.
Setur Marinas' chain campaign was welcomed as the campaign that redefines marina business in Turkey. The most innovative aspect of the chain campaign is that the opportunities it offers are valid in 10 different Setur Marinas. Thus, boaters can take advantage of the opportunities whenever they want, at the marina of their choice. For example, they can use their 14-day free accommodation option at the marina of their choice.
You might think that such an innovative campaign would be easy to communicate. However, deals and discount campaigns always have a side that risks brand positioning. The real skill is to turn this risk into an advantage and, if possible, to move the brand positioning even higher. The trick is to present the opportunities not as promos but as "services".
When the brand is big, the expectations are also high. Setur Marinas customers wait for chain deals every year as if they were waiting for the new season of a favorite TV series. Based on this insight, our new chain campaign is decided to resemble Netflix-like series launches. We didn't use a title, we just gave the season info. Instead of highlighting content, we concentrated on tone and style. Therefore, when choosing images, we focused on details that give clues but do not reveal the story. In other words, we gave the campaign a bit of a suspense movie feel.
Thus, we reminded the customers of the power of the chain campaign, regardless of its content. Because the biggest opportunity for boat owners is not the amount of discount but staying at Setur Marinas.
