Tall Ships Youth Trust

From Rio to Royalty – Acceleris Pushes Boat Out for Tall Ships Youth Trust
The client

Whether above the waves or beneath the ocean, our maritime division has worked on some varied campaigns over the years... As part of our charitable work in the sector, we were tasked to help the UK’s largest sail training charity, The Tall Ships Youth Trust, as it launched its appeal to raise £5 million.
 
The charity, which helps 1,200 beneficiaries every year, seeks to help the 3.7 million young people living in poverty nationwide by providing life-changing sea voyages across the UK and abroad. The appeal, which will go towards the purchase of a new vessel, will enable the charity to double the number of people it takes to sea by 2023.
 
The activity was launched with high profile celebrity endorsement from Duran Duran front man Simon Le Bon and culminated in the appeal’s launch at St James’s Palace with the Charity’s ambassador, The Duke of York.
 
The objectives

Our core objective was to launch and publicise the charity’s £5 million fundraising appeal for the purchase of a new flagship vessel. Supporting the Trust’s internal team, our role included events, press outreach, video content and social media support.
 
What we did
 
To launch the campaign, the Acceleris team devised a communications plan across a range of owned, earned and shared media. We developed, filmed and distributed a video featuring an endorsement from Duran Duran’s front man, Simon Le Bon - watch the video below. And in true Rio-style, we set sail with Simon and the Trust’s beneficiaries (this time on the Solent!) to announce the partnership to the nationals, regional and trade press.
 
Working with the Trust’s marketing team, we provided briefings, secured media attendance, organised media interviews and coordinated the events, down to the finest detail, such as working with Duran Duran’s social media team to spread the word. This was bolstered with broadcast interviews, social media support, photography and video creation.
 
 
The result was national media interest building strong foundations and awareness of the charity before we supported its appeal launch at St James’s Palace.
 
Results

• Just two weeks after the campaign launch, the appeal had already raised half a million pounds!
• National coverage in titles including the Daily Express and BBC Radio 2
• The resulting coverage reached an estimated:
o 722,000 people from radio and TV broadcasts
o And over 40 million people as a result of the online and print coverage
• Bolstered the Trust’s relationship with Simon Le Bon for future partnership opportunities
• A 10% increase in traffic to the website
• Just under 10,000 organic social video views
 
 
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