Initially we needed to construct the right tone of voice and proposition for addressing AkzoNobel's new yacht masterbrand offering - bringing its three brands together under the same umbrella for the first time in our PR comms.

To launch this propositioning we took advantage of the AkzoNobel Ocean Race boat travelling to UK, jumping on the opportunity to invite editors from the UK's key yacht trade titles to visit the Academy in Southampton, learn all about the new campaign That Feeling, and take a sail on the Ocean Race boat down the River Solent.

The aim of the campaign was to highlight what That Feeling means to different people within the boating world - whether a professional applicator or a casual sailor - and how AkzoNobel can help facilitate this joy and passion by helping boats looking and performing at their best. We knew that many of the editors were also keen sailors, so the excitement and joy would be easy to instil and relate to AkzoNobel on their Ocean Race boat. We also showcased the latest innovations in AkzoNobel's product portfolio with a demonstration in the Academy which the media were able to get involved with firsthand.

The event was a great success, with interviews organised with key AkzoNobel teams and print, online and video features created as a result, reaching half a million people.