MT Influence #26

Starting the New Year strong

2026 has started on a high note for the McKenna Townsend team, marked by a series of events and a strong flow of client coverage. Read on for all the latest news and highlights.

MT headed to Düsseldorf

The year kicked off with a trip to Germany as the team headed to boot Düsseldorf, supporting clients in an exhibition hall that welcomed 200,000 visitors and nearly 1,500 exhibitors from 68 countries. Organisers reported that the sub-24-metre sector saw multiple shipyards using the show as a global launchpad. IGY Marinas made its debut appearance at the show, using the European platform to strengthen awareness of its Mediterranean network, and Aquila Catamarans showcased its 42 Coupe power catamaran. This is the first time they have brought a yacht to the show, highlighting the rising demand for Aquila’s power catamarans across Europe, and the brand’s expanding presence in the region, supported by a significantly strengthened European dealer network.

Our show highlights included:

• Princess Yachts showcasing a stunning line-up of five yachts including the beautifully crafted X80 and the 100th hull of the V55 which was ‘Sea Ready’; a new, all-encompassing service created to ensure every Princess yacht is equipped with the full suite of essentials required before heading to sea.
• Princess Yachts also shared news of the latest addition of its celebrated S Class range: the all-new Princess S74, set to launch in 2027. An evolution of the award-winning S72, the S74 brings a fresh expression of sporting luxury, with enhanced exterior entertaining spaces and a refreshed interior aesthetic – we can’t wait to see more!
• YANMAR Marine International B.V. on the Blue Innovation Dock. International Global Sales Manager, Bas Eerden took to the stage to share details of YANMAR’S sustainability strategy and how they plan to navigate the marine energy transition, to power a sustainable future via electrification, hybridization, and energy efficiency. YANMAR is working towards ‘Green Challenge 2050’, an initiative to become an ecological footprint-free corporation based on recycled resources.
• Attending the Motorboat of the Year Awards in the prestigious Hyatt Regency Düsseldorf. The unique landmark with panoramic views of the city was the perfect location to champion the best boat builders in the industry. We were especially thrilled to witness Princess Yachts collect the award for the Princess F58, which came out on top of the Flybridges over 55ft category. We were also proud to witness Arksen secure a ‘Highly Commended’ for the Arksen 85, after being recognised as a finalist in the Custom Yachts over 80ft category.
• Connecting with the team at British Superyacht. As a full member of British Superyacht | Leading the Industry, renowned for driving quality and excellence in the superyacht sector, we enjoyed taking some time to connect with them and several of their like-minded members during the show.

Next up… Miami

Hot on the heels of boot Düsseldorf, the next boat show is here. Our team will be supporting the launch of a new sailboat and powerboat at the Miami International Boat Show (Feb 11-15). Right now, we’re in planning mode to get all the relevant media in attendance at the launches, and how to maximise coverage and awareness of these new boats post-launch.

The British and International Franchise Exhibition

We had a great time attending the British and International Franchise Exhibition at Olympia, London (30 – 31 January), proudly supported by the British Franchise Association. It was fantastic to meet so many driven business owners and franchise professionals, and to explore how strategic marketing and communications can fuel growth, boost lead generation, and support long‑term success.

We enjoyed listening to the inspiring line-up of speakers, including Keynote Speaker, Thomasina Miers OBE, Wahaca Co-Founder and Entrepreneur, about her ingredients for business success, as well as the various panels of franchise owners who have found success through franchising.

Another highlight was listening to the story behind Australia’s fastest-growing Mexican QSR franchise, Zambrero UK, from the brand’s UK CEO, Emily Teh.

As Advisor Members of The BFA, we’re passionate about supporting the UK’s thriving franchise community, helping brands create ethical, sustainable, and scalable growth strategies that deliver real results.

Raising the bar for marine PR & influencer engagement

In an industry as dynamic and competitive as the marine sector, visibility matters. Over the past six months, we’ve delivered standout PR and influencer coverage for a portfolio of world-class marine brands, ensuring their stories are not only told, but told in the right places, to the right audiences, with measurable impact.

Working with some of the leading brands in the sector, our focus has been on elevating brand presence across global marine, luxury, technology and lifestyle media, while maintaining the technical credibility that marine professionals expect.

Strategic PR that resonates

From major product launches and sustainability narratives to engineering excellence and owner experience, our campaigns have secured consistent coverage in tier-one marine and business titles, as well as highly targeted trade media. The result: increased brand authority, stronger market positioning and sustained visibility across key regions including Europe, North America and APAC.

Our approach is rooted in a deep understanding of the marine industry, its innovation cycles, its audiences and its influencers. That insight allows us to translate complex technical stories into compelling editorial narratives that editors want to run, and readers want to engage with.

Influencer partnerships with real impact

Influencer marketing in the marine space requires nuance. It’s not about volume, it’s about credibility, authenticity and alignment. We’ve successfully partnered our clients with respected explorers, content creators and marine specialists who genuinely use and understand the products they feature.

For the brands we work with, this has meant highly engaging, long-form content that demonstrates performance in real-world conditions, delivering aspirational storytelling grounded in expertise and experience and reinforcing leadership through trusted voices within the industry.

Results that go beyond headlines

The impact of this coverage is clear: increased share of voice, stronger digital engagement, meaningful inbound enquiries and long-term media relationships that continue to deliver value well beyond individual campaigns.

Most importantly, our clients’ brands are being seen, discussed and recommended by the people who matter most, owners, operators, distributors and industry decision-makers.

As the marine sector continues to evolve, one thing remains constant: brands that communicate clearly, credibly and consistently will lead the conversation. We’re proud to be helping some of the industry’s most respected names do exactly that—and we’re only just getting started for 2026.