New Wave Club
NEW WAVE CLUB
Growing a Modern Boat & Jetski Club
Building awareness, demand and a recognisable presence for a membership-based boat & Jetski club through social media, photography, PR and integrated paid advertising.
Poole Harbour, Dorset
PR · Photography · Social · Paid Media
THE PROJECT
From membership to lifestyle.
New Wave Club offers its members access to a varied fleet of boats and jet skis from its base at the Port of Poole Marina, providing an alternative way to enjoy life on the water without the commitments that come with outright ownership.
The opportunity was to market more than the membership itself. We needed to communicate the experience around it: spontaneous days on the water, access to different craft, Poole Harbour on the doorstep and a club built around making boating easier to enjoy.
Twin Flame developed an ongoing marketing approach spanning social media management, original photography, PR and paid advertising across Meta, Google Search and print.
Rather than treating each channel separately, activity was designed to work together, building awareness around the club while also capturing people actively considering membership.
THE CHALLENGE
Turning access into aspiration.
New Wave Club needed to communicate the practical advantages of the model while still retaining the excitement, lifestyle and sense of freedom that attracts people to boating in the first place.
With audiences ranging from individual boaters to corporate customers, the marketing also needed enough flexibility to speak to different motivations without losing a consistent identity.
One connected approach.
Organic content, photography, PR and paid campaigns were developed together to take New Wave Club from initial awareness through to genuine membership consideration.
01
Produced original photography showcasing the fleet, location and experience of membership.
02
Managed an ongoing social presence built around boats, membership, lifestyle and life on Poole Harbour.
03
Developed PR activity to create wider awareness and communicate New Wave Club’s proposition beyond its own channels.
04
Ran paid digital campaigns across Meta and Google Search to reach both new audiences and people actively researching boating opportunities.
05
Created targeted print advertising, including activity around corporate membership and relevant regional audiences.
Project Highlights
The project brought organic marketing, earned media and paid acquisition together around one clear proposition: making time on the water more accessible.
01
Original Marine Photography
Purpose-built imagery showcasing the boats, club and experience rather than relying on generic manufacturer content.
02
Performance-led Paid Media
Meta and Google keyword campaigns developed to reach audiences at different stages of the decision-making journey.
03
Always-on Social Presence
Consistent content designed to keep the club visible, explain the offering and create familiarity with the New Wave brand.
04
PR & Print Campaigns
Additional reach through editorial opportunities and targeted offline advertising, using our black book of contacts to grow awareness.
PUBLIC RELATIONS
Building Wider Visibility
PR gave New Wave Club a route beyond its owned social channels, helping communicate the club’s proposition to wider boating, lifestyle and regional audiences.
Activity focused on identifying stories within the business that could earn attention rather than simply reproducing promotional messaging.
From the membership concept itself to new opportunities around corporate membership and the wider appeal of getting more people onto the water, PR formed another layer of visibility around the brand.
PHOTOGRAPHY
Capturing Life on the Water
We produced original photography designed specifically around marketing the club: its fleet, its marina setting and the lifestyle that membership opens up.
That content created a bank of genuinely ownable imagery that could be used across social media, advertising, print and wider campaign activity, keeping the club’s marketing rooted in the real New Wave experience.
The fleet itself provided plenty of variety, from craft such as the Axopar 28 Cabin and Antares 7 through to RIBs, leisure boats and Sea-Doo personal watercraft.
SOCIAL MEDIA
Keeping the Club Moving
Rather than repeatedly selling membership, content was structured around the wider reasons someone might want to join: the fleet, destinations around Poole Harbour, time on the water, the flexibility of the club model and the experiences available to members.
Original photography allowed the channels to feel specific to New Wave rather than like another generic marine account, while regular management kept the club visible between larger advertising and PR campaigns.
The result is a social presence that can build interest over time while giving prospective members a much clearer sense of what joining actually looks like.
PAID MEDIA
From Awareness to Intent
Meta campaigns were used to place the experience of New Wave Club in front of relevant audiences through visually led creative, supporting awareness and membership interest.
Google keyword advertising addressed a different behaviour: people already searching for boating, boat clubs and related opportunities could be reached at the point they were actively exploring their options.
Print advertising complemented the digital activity, including campaigns designed around New Wave Club’s corporate membership offer and regional business audiences.
Together, the channels created a broader acquisition mix rather than relying on any single platform to generate demand.
THE OUTCOME
More Than Social Media
New Wave Club’s marketing evolved into a joined-up presence across social, photography, PR, print and performance advertising.
Each channel plays a different role: photography gives the club its visual language, social builds familiarity, PR creates wider credibility, Meta introduces the experience to new audiences and Google captures existing intent.
The result is a much stronger marketing foundation for a distinctive membership model, one capable of promoting individual memberships, the wider fleet and corporate opportunities without reducing New Wave Club to a simple list of boats and prices.