Case Study: Cox Powertrain

Raising global awareness and launching a ground-breaking diesel outboard for a full-service client

Working with innovative British diesel outboard manufacturer Cox Powertrain on a long-term campaign to build awareness in the run-up to the launch of its first engine, Saltwater Stone developed high levels of anticipation for the CXO300 across global markets. As the world’s highest-powered diesel outboard, offering many benefits including fuel economy and added safety, this new engine created important opportunities across a number of key sectors; notably commercial, superyachts and recreational. Throughout the CXO300’s multi-year development stages, Saltwater constantly built market interest and media coverage in preparation for its release. Initially, Saltwater attended a range of European and American shows, heightening awareness by arranging interviews with key media outlets. Following on from its launch, and the start of commercial production in 2020, Saltwater continues to support Cox as a full-service marketing partner.

Background

With roots in Formula 1 technology, Cox Powertrain is a pioneering, engineering-led company dedicated to creating the finest diesel outboards, designed in-house from the ground-up. Filling a gap in the market, the CXO300 has been met from the outset by unparalleled enthusiasm. Its rugged durability and fuel economy make it a sound choice for commercial operators, while government agencies and defence forces have been keen to take up this new technology due to requirements to phase out the use of flammable petroleum.

Our work has included:

• PR & media relations 
• Product launch & press events
• Awards applications 
• Media buying
• Key messaging & concept development
• Brochure design & copy editing
• Advert design, online & print

Over the past five years, Saltwater has worked with Cox to cement its credibility, not just an innovator but as a market-leading manufacturer with substantial financial backing, an expert-led engineering team and a second-to-none after sales service. Throughout every stage of development, from the first media interviews to on-water demos, Saltwater Stone has been there to help build Cox’s reputation in the media.

As distributor networks were developed, manufacturing facilities established and key appointments made, this information was promoted via regular press releases and press kits, alongside attendance at international shows including Monaco Yacht Show, Seawork, Fort Lauderdale International Boat Show, Miami Boat Show, METSTRADE and the International Work Boat Show in New Orleans.

During the early stages, Saltwater’s design team collaborated with Cox’s marketing team to develop key messaging concepts to build further anticipation prior to the engine’s launch. These messages were used across a range of platforms and Saltwater’s designers and copywriters also helped produce sales brochures, technical specifications and adverts for a campaign managed by Saltwater’s media buyers.

Once the final-concept engine was complete, in 2018, Saltwater arranged well-attended media launches at key shows in Europe and the US. Over the following year, Cox’s innovative engineering department and its state-of-the-art production facilities were highlighted to the press, alongside demo events and further media interviews. Additional content support has included developing blogs, white papers and thought leadership pieces aimed at the superyacht and commercial sectors as well as writing awards entries.