Tall Ships Youth Trust

The Tall Ships Youth Trust is the UK’s largest sail training charity. It helps 1,200 beneficiaries every year, by providing life-changing sea voyages across the UK and abroad to young people living in poverty nationwide.

Definition was tasked with launching and publicising the charity’s £5 million fundraising appeal for the purchase of a new flagship vessel.

Supporting the Trust’s internal team, our role involved events, media management, video content and social media support. It also included devising a communications plan across a range of owned, earned and shared media.

We developed and filmed a video featuring an endorsement from Duran Duran’s front man, Simon Le Bon. And in true Rio-style, we set sail with Simon and the Trust’s partners to announce the partnership to national, regional and trade press.

National TV & radio coverage reached 722,000 people

Over 40 million reached via online and print

10,000 organic social video views

10% increase in traffic to the website

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