The Yacht Week Mustard Media

The Yacht Week appoint Mustard Media as event marketing partner

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Mustard Media has secured a 12-month strategic partnership with The Yacht Week, the international floating festival company.
The Yacht Week group hosts floating festival experiences around the world. Mustard Media will oversee the marketing strategy across all destinations and advise on the marketing strategy for the festival for the year ahead. The deal also includes the use of Mustard Media’s strategy services, the Launch Hack and Growth Hack.
Nik Valentine, director of The Yacht Week, said: “It’s been a pleasure working with the team over at Mustard Media for the last 18 months across thee launches. To leave a one-day workshop with a clear structure and plan is a massive time-saver and has been invaluable especially during the pandemic. The extra sparks of creativity from their team as well as their current and past industry knowledge makes a huge difference. Using their insights and suggestions across two of our summer launches, we doubled our email sign-ups year-on-year and smashed our previous all time record for total pre launch leads. The help and structure meant that despite the pandemic we managed to create some of our best ever launches.”
The new marketing strategy will be delivered by a team of creatives, headed up by Mustard’s strategy director, Sian Bennett.
Bennett said: “I couldn’t think of a better partner to work with. It’s been an inspiring process working with Nik, Annie and the incredibly talented team at The Yacht Week.
“They are a team of innovators with a passionate culture built on attention to detail in everything they deliver – from customer experience to marketing campaigns. They are the very best at what they do, at every level. The Yacht Week provides an unrivalled experience like no other event I’ve seen before.
“The strategic partnership allows us to add more value throughout the campaign and build on the growth of the business that we’ve achieved together in the past 18 months.
“We now have more touchpoints and greater visibility across campaign performance allowing us to work closely with The Yacht Week team to both proactively plan ahead for key launches and announcements, as well as be reactive with the strategy based on real time results.”
Mustard Media is an international festival and events marketing agency, with offices in Ancoats, Manchester. Its clients include The Warehouse Project, Parklife, BPM Festival (Portugal), Manchester Pride, elrow, Afro Nation (Portugal, Ghana and Puerto Rico), Camp Bestival, EDC and Rolling Loud (Portugal). It also co-founded Annie Mac Presents: Lost and Found Festival (Malta).
Image: The Yacht Week