Case Study
SEA TOW "Help Starts Here" Campaign
Click on above image to play video
The Power of Storytelling
THE NEED
Sea Tow was looking to expand it’s brand messaging from towing to include the full-service care model that distinguishes Sea Tow from it’s competition while demonstrating how expert nautical knowledge is essential to customer care. Sea Tow’s competition is mainly Insurance agencies that are increasingly offering bundles for your car, home, motorcycle, and now your boat. These Insurance agencies do not own nor operate boats. On the other hand, Sea Tow captains own and operate all their own boats which distinguishes them from their competitors.
THE GAME PLAN
Myself and my team along with Sea Tow’s agency Syron Design were hired to produce and conduct two photo/video shoots. One shoot took place in and around Venice, Florida for the Southern market and the second took place in the waters off Long Island, NY for the Northern market. We wanted to focus on the captains and their boats and show what they do on a day to day basis. We shot heroic captain portraits, drone footage, and video content of multiple rescue and service scenarios. We had over 20 Captains and their boats arriving from locations all over Southern Florida and the Northern Tri-State area.
THE RESULTS
A large campaign was launched called “Help Starts Here” using all the photos and video we created. The materials included in the launch were used across: direct mail, website, social media, digital advertising, customer journeys, landing pages, national print buy, and local print buys. Sea Tow ended up with a large library of over 20,0000 images and 30 hours of drone and video footage to be used to push their “Help Starts Here” messaging. It resulted in the largest increase in Sea Tow memberships in two decades and the companies largest growth in revenue. Two Addy’s were awarded for the Photography and overall Ad campaign.
Capturing early morning portraits utilizing beautiful natural light.
Thanks to an amazing crew and dedicated captains Sea Tow ended up with beautiful authentic ads.
“Help Starts Here'‘ print ad.
BY THE NUMBERS:
20 Sea Tow captains and boats
3 drones
30 hours of video footage
20,000 image library
10 national ads
LArgest company growth in 2 decades
2 Addy Awards
1 Neptune Award
Venice, Florida made for some diverse backdrops to our imagery.
Finding a location that gave us access to the open waters of the ocean and calm waters of the inlets was critical to our production.
This boat called a “rib” can go through almost any kind of conditions.
A Sea Tow fleet to the rescue.
Shooting authentic “in the moment” portraits were a key component of this production.
Shooting through glass creates interesting texture to the shot?
Perfect dawn conditions on the water.
Low angle action shot.
Detail shots are always great to capture.
“What can we say?! ANOTHER amazing experience working with Jeremy. He is playing an important role in the growth of our network and the brand. Truly lucky to have had the opportunity to work with him.
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