Setur Marinas, the pioneering and leading chain marina brand in Turkey’s maritime sector, is a favorite among boat enthusiasts not only because of its services but also for its innovative campaigns. The annually renewed “chain campaign” stands out as the pinnacle of opportunities in this sector.
Setur Marinas' chain campaign was seen as a campaign that redefined the marina experience. The most innovative aspect of the chain campaign is that the opportunities it offers are valid at 10 different Setur Marinas. This allows boaters to take advantage of the offers whenever and wherever they want. For example, they can use the 14-day free accommodation right at the marina of their choice.
One might think that communicating such an innovative campaign would be easy. However, discount and opportunity campaigns always carry the risk of undermining a brand’s positioning. The real skill lies in turning that risk into an advantage—and ideally, even elevating the brand positioning further. The key is to present the opportunity campaign as a "service."
With a big brand comes big expectations. Setur Marinas’ customers look forward to the annual chain campaign like waiting for the new season of a favorite TV series. Based on this insight, we modeled the new chain campaign after Netflix series launches. We didn’t use headlines—just gave the date. Instead of highlighting the content, we focused on tone and style. That’s why, when choosing visuals, we focused on details that gave clues without revealing the story. In other words, we gave the campaign a bit of a detective film vibe.
In doing so, independent of the content, we reminded customers of the strength of the chain campaign. Because for boat owners, the greatest opportunity is not the amount of the discount—it’s being able to stay at a Setur Marina.
