Long-standing clients MDL Marinas asked us to create a campaign style for the new boating season that could be applied across various assets to promote the size of their network and convey the sense of adventure that boating brings to their berth holders.
As the largest marina group in Europe, with a cruising network spanning more than 120 locations, MDL proudly offer an extensive package of benefits and rewards to its members. They are also keen that members make the most of these benefits and have the best possible experience of boat ownership. An inspiring and aspirational style was therefore necessary to engage members.
We created an on-trend illustrative style with an impactful and fresh look. To highlight the breadth of MDL’s network, we depicted several of their specific and unique marina locations along with iconic landmarks from those locations. This illustrative approach was applied to the envelope containing new season packs for members and also to magazine advertising. Going forwards, the design is easily translatable across other assets as the season progresses.