128
pieces of coverage secured across a single year
239,000
coverage views
Coverage spanning maritime titles including TradeWinds and Splash247 and mainstream business media including Forbes and Bloomberg
NAPA: authority in shipping’s decarbonisation story
- 128 pieces of coverage secured across a single year
- 239,000 coverage views
- Coverage spanning maritime titles including TradeWinds and Splash247 and mainstream business media including Forbes and Bloomberg
The challenge
NAPA is a leading software and data services provider. Headquartered in Finland, it employs 200 people and combines expertise in naval architecture, fleet operations and digital services. More than 90% of new vessels are designed and built using NAPA’s software, the global standard in shipbuilding, and the company leads the market in stability management and safety services for passenger ships.
In 2022, NAPA needed to strengthen its brand presence in the crowded field of vessel performance optimisation. The arrival of the IMO’s Carbon Intensity Indicator and the EU Emissions Trading Scheme had moved greenhouse gas management to the centre of commercial and regulatory decision-making for shipowners. NAPA already held deep expertise in ship modelling, simulation, hydrodynamics and digital twins, and had built voyage optimisation tools such as NAPA Fleet Intelligence and ClassNK NAPA Green. As the industry’s climate targets grew more ambitious, the company needed a distinctive, authoritative position as a decarbonisation leader that matched the strength of its expertise.
The strategy
BLUE took a thought leadership approach to define a position for NAPA’s evolving sustainability offering. We began the year with a workshop, drawing on experts from across the business to establish how NAPA’s unique position could be put to work.
From that, we built a thought leadership theme around being among the first to offer authoritative, usable guidance on incoming emission regulations. It set out how data and high quality modelling support decarbonisation planning, and it made the case for cross-sectoral collaboration. We turned the theme into content for blogs, media opportunities and social channels, amplified through paid social campaigns on LinkedIn.
The theme addressed the industry’s problem of split incentives and carried through to a series of major announcements. These included collaborations with Marubeni Corporation and shipping line MOL on new research into voyage optimisation and risk management, the launch of NAPA’s CII Simulator, and the creation of a consortium co-founded by NAPA and Blue Visby that lets fleets adopt a queueing system, slowing down to save fuel while still arriving on time. The theme also underpinned outreach to major maritime publications such as Lloyd’s List and mainstream business titles including Forbes.
The impact
BLUE delivered 128 pieces of coverage across the year, drawing 239,000 coverage views. The coverage reached leading maritime titles such as TradeWinds and Splash247 alongside mainstream media including Forbes and Bloomberg, establishing NAPA as a credible and authoritative voice on decarbonisation.
“We have benefited hugely from BLUE’s media and other stakeholder networks and maritime market knowledge in terms of developing our PR and communications. BLUE has become an invaluable partner in terms of business development, uncovering new potential sales channels through its networks. We consider BLUE a vital extension of the work we do.”
Esa Henttinen, Executive Vice President, NAPA
