The brief - a pink tender for Breast Cancer Care

Williams Jet Tenders is the world’s leading jet tender specialist, having designed and developed the world’s first 4-stroke jet and turbojet range of tenders and McKenna Townsend has worked with Williams for over seven years. For its appearance at the 2014 London Boat Show, Williams briefed McKenna Townsend to deliver a showpiece event that would create excitement around its stand, showcasing Williams’ product customisation whilst at the same time promoting a CSR message.

Our strategy

We facilitated a brand partnership between Williams and Breast Cancer Care, linking in with the charity’s FAB 1 Million campaign, and asked Williams to design and manufacture a bespoke pink tender to be sold via an online auction, with all proceeds being donated to the charity.

Once the boat had been commissioned, we liaised with the charity to secure a high profile celebrity ambassador who would appeal to Williams’ customers to launch the boat and auction at the London Boat Show.

The ultimate aim was to create a high impact, glamorous launch event, pre-trailed by extensive media relations and social media activity to generate bids, and followed up with extensive coverage afterwards.

We worked closely with Breast Cancer Care to secure a high profile celebrity ambassador, Formula 1 presenter Suzi Perry, to unveil the boat at the show. We set up the charity auction using ebay, with bids to run for the duration of the show and the winning bid to be announced on the final day.

A series of pre-event social media ‘teasers’ were sent out in the lead up to the show and the  team invited key national and marine media to see the boat unveiled at the show.

Williams Suzi Perry Press Williams Suzi Perry

Winning Results

First and foremost, a winning bid of £18,000 was achieved, and donated in full to a very grateful Breast Cancer Care who gave the following feedback: “This is amazing! What a team. We can’t thank you enough.” 


  • Print and online coverage from the launch event and the auction resulted in over 5.5 million opportunities to see and hear across all of Williams’ key target marine trade media and national media


  • Social media activity generated over 1 million users

“The McKenna Townsend team have worked closely with us for a number of years. As well as having an excellent understanding of the marine industry, they bring added value as our partner agency with their knowledge of the luxury/lifestyle sectors. We look forward to working with them to enhance our communications programmes further.”

Mathew Hornsby, Sales Director, Williams Jet Tenders

To find out more about the marketing, PR, advertising and digital services we offer, call us on 01425 472330 or send us an enquiry here
McKenna Townsend
Bridge House
Pullman Business Park
Pullman Way, Ringwood
Hampshire, BH24 1EX, UK
Tel: +44 (0)1425 472330
Fax: +44 (0)1425 470766
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