Auckland based boat builder McMullen & Wing is internationally renowned for its yachts, including the victorious 1995 America’s Cup boat Black Magic, and when the company sought to increase awareness of its commercial boat building arm, it tasked Anthem with raising its profile even further.
An ideal opportunity arose when McMullen & Wing’s formed a partnership with Whakatohea Maori Trust board and mussel farming company Whakatohea Mussels in the Bay of Plenty to build an innovative new vessel. In addition, McMullen & Wing offered training scholarships for Whakatohea youth, providing employment pathways from a region of low employment. The deal offered the ideal springboard for an exciting media relations campaign.
On the day of the contract’s signing and the announcement of the on-the-job training scholarships, Anthem secured significant national and regional TV, print, radio and online media. In a number of media interviews ahead of the official ceremony, McMullen & Wing CEO Michael Eaglen gave major positive profile to the company; the story was covered by Maori TV, Newstalk ZB, nzherald.co.nz, Rotorua Daily Post, Radio Waatea and waateanews.com, Radio1xx, appearing on the front pages of regional media outlets Whakatane Beacon and Opotiki News.