{"id":11685,"date":"2026-05-20T11:50:00","date_gmt":"2026-05-20T09:50:00","guid":{"rendered":"https:\/\/www.kainz.de\/360-communication-strategy\/"},"modified":"2026-06-26T15:44:11","modified_gmt":"2026-06-26T13:44:11","slug":"360-communication-strategy","status":"publish","type":"post","link":"https:\/\/www.kainz.de\/en\/360-communication-strategy\/","title":{"rendered":"360\u00b0 Communication Strategy"},"content":{"rendered":"\t\t
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SAIL DIFFERENT \u2013 A STATEMENT TO BE PROVEN.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Living and working by the lake, as we do, it’s inevitable to become a seasoned sailor or water enthusiast. We were all the more enthusiastic to take on the task of revitalizing the BENTE yacht brand as part of a 360\u00b0 communication strategy. What an exciting, unique, and thoroughly captivating project! <\/p>

BENTE was founded just a few years ago as an unconventional brand by a team of designers and introduced into the market of so-called small cruisers, which was already dominated by renowned manufacturers. Economic reasons led to the Meichle & Mohr Group from Langenargen taking over BENTE to realign the brand and successfully establish it in the market. <\/p>

With this goal in mind, it was a major challenge to promote the BENTE28 as a new boat class in the portfolio right at the beginning of the season \u2013 because at that time, there was no finished boat yet.<\/p>

We were able to apply the BENTE claim “Sail different,” which we developed in the first project step, directly to our own work \u2013 because without a real product, we also had to think “differently” about communication.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Instead of making the not-yet-existent boat the hero, we confidently played with its name: the “28” became the striking key visual and hook for all advertising materials and measures across all communication channels.An inflatable, almost 5-meter-high “28” served as an unmistakable eye-catcher at various sailing events, not only attracting the attention of potential customers but also leading to successful sales discussions. In print and digital media, the “28” was also prominently featured and supplemented with newly created renderings of the yacht. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Parallel to the activities surrounding the new “28,” new sales documents had to be created for the BENTE24, which was already established in the market.<\/p>

A photoshoot conducted in early spring generated interior imagery for both boat types in the new look. In early August, a second photoshoot took place with accompanying film recordings. The amateur models did a great job, and with ideal sailing weather \u2013 plenty of wind, rain clouds, and sunshine \u2013 dynamic and very authentic motifs were created, which are gradually being used in the respective media. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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A completely new website is already online. In addition, online marketing is an important part of our communication strategy. Both a social media campaign with static ads, carousel ads, and videos, as well as an SEA campaign with text ads, are being implemented. <\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Currently, all advertising materials and measures are being successively developed and used for new customer acquisition.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Making of<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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CLIENT CONTACTS<\/b>Managing Director: Sonja MeichleHead of BENTE: Christian DaumProject Management: Patrizia Reuthe \/ Luca Zentgraf<\/p>

THE KAINZ_TEAM<\/b>Consulting \/ Strategy: Thomas CapranoTraffic: Janin VetterlArt Direction: Corinna Haberer \/ Markus S\u00e4ngerCopywriting: Susette Dieter \/ Robert KainzWebsite Configuration: Corinna Haberer \/ Lukas HeimSocial Media: Corinna Haberer<\/p>

EXTERNAL PARTNERS<\/b>Social Media: Mika Halbeisen, DornbirnPhotography: Marcel Mayer \/ AlberschwendeFilm: Nikolaus Kargl, Feldkirch<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

SAIL DIFFERENT \u2013 A STATEMENT TO BE PROVEN. Living and working by the lake, as we do, it’s inevitable to become a seasoned sailor or water enthusiast. We were all the more enthusiastic to take on the task of revitalizing the BENTE yacht brand as part of a 360\u00b0 communication strategy. What an exciting, unique, […]<\/p>\n","protected":false},"author":2,"featured_media":11684,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[100,105,114,111,108,102,101,113,109],"tags":[131],"class_list":["post-11685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management","category-cases","category-event","category-film","category-logo-development","category-print","category-social-media","category-trade-fairs","category-web","tag-bente-yachts"],"acf":[],"yoast_head":"\n360\u00b0 Communication Strategy - kainz_werbeagentur<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.kainz.de\/en\/360-communication-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"360\u00b0 Communication Strategy - kainz_werbeagentur\" \/>\n<meta property=\"og:description\" content=\"SAIL DIFFERENT \u2013 A STATEMENT TO BE PROVEN. Living and working by the lake, as we do, it’s inevitable to become a seasoned sailor or water enthusiast. We were all the more enthusiastic to take on the task of revitalizing the BENTE yacht brand as part of a 360\u00b0 communication strategy. 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