SeaSight founder Tony Cantrill approached TMPR to generate awareness for his new marine security venture, SeaSight, and the personal story behind it.
The invention stemmed from the theft of his own boat from a Cornish harbour – an incident that exposed a major gap in both marine security technology and public awareness.
Tony wanted to highlight the growing threat of boat theft in the UK, and promote his three-tier security system – Secure, Shield, and Stealth.
TMPR devised and delivered a targeted PR campaign aimed at trade, regional, and national maritime press. The strategy combined the compelling human backstory with the product’s unique selling points, positioning SeaSight as both an innovative solution and a wake-up call for the industry and boat owners alike. From a standing start with a self-funded idea, SeaSight was launched as a credible, newsworthy brand – gaining attention far beyond what a product-only campaign could have achieved.
Challenge
The brief was to create a compelling PR story to support the launch of Tony’s invention, raising awareness among both trade and regional audiences. In this case, the project’s particular challenge was timing. Approached just two weeks before the anniversary of the boat theft, we recognised the event as a natural and highly relevant hook for the story. To ensure maximum impact, we determined the press materials needed to coincide with the anniversary.
This meant operating to a very tight deadline, where efficiency was key. Every stage – from narrative development, asset preparation and pinpointing key broadcast and digital media outlets – had to be streamlined.
The product launch needed to strike a balance between two audiences: trade press in the marine and business sectors, and regional media with strong local resonance. We knew we had to tailor the message so that it both highlighted the originality of SeaSight’s innovation and underlined the often-overlooked reality of boat theft.
On top of that, we were launching something entirely new to the market – a product with no existing reputation or customer base. That meant the story had to do the heavy lifting.
Solution
In light of the deadline, we concentrated on developing a clear direction from the outset. Within days, TMPR shaped a strong compelling narrative that connected Tony’s invention to the anniversary of the theft, ensuring the story was both topical and newsworthy. Supporting assets including imagery and a Founder’s Story were collated designed to maximise clarity and impact. Media targeting was carried out strategically: trade press in the marine and business sectors were approached to underline SeaSight’s originality and to challenge the misconception that boat theft is rare.
Simultaneously, six tailored regional press releases were developed and distributed to carefully chosen maritime outlets. These were crafted to resonate with local audiences, highlighting the real and under-reported risk of theft while encouraging proactive security measures. By combining national trade coverage with regional storytelling, TMPR ensured the launch achieved both breadth and depth of impact – all within the condensed timeframe.
Outcomes
Within a very short time frame, the story achieved significant visibility with thirteen pieces of digital coverage across trade and regional media.
The breakthrough came with BBC Radio Cornwall, where Tony joined Julie Skentelbury’s Daytime programme for a live call-in interview. This not only amplified the story but also gave SeaSight instant credibility with audiences across the region.
Further recognition followed with an invitation for Tony to speak at the Southampton International Boat Show, one of the UK’s most prominent marine events. Being asked to share his personal story on such a platform validated the launch and positioned SeaSight as a serious player in the sector.
From zero profile, Tony went to industry spokesperson within weeks – a transformation driven by strong storytelling and targeted PR.
“In just a few weeks, TMPR helped me shape a story about my new product and get it in front of the right people. The coverage has been incredible, and the invitation to speak at the Southampton International Boat Show is something I could never have imagined happening so soon.”
