Monthly Archives: June 2017

Celebrating a Seafaring Centenary!

Alex Whitaker – Senior Account Executive

Did you know that 95 per cent of Britain’s imports come via the sea? Or that the fishing industry contributes more than €70 billion to the European economy every year? As an island nation, our reliance on the sea cannot be underestimated, yet too often we all take for granted just how many people work in this challenging environment – and just how much they do for the rest of us.

Well, this week sees the return of Seafarers Awareness Week (24 – 30 June), the annual celebration of all things maritime and a reminder of the thousands of people toiling away to keep us stocked up on fish, fuel and all the other goods we rely on!

In its centenary year, Seafarers UK has again organised Seafarers Awareness Week, this time with a focus on promoting UK maritime employment opportunities, including shore based jobs (a quarter of a million jobs in Britain are supported by the maritime sector!)

At Acceleris, Seafarers Awareness Week is always a busy time for our specialist maritime team. This year, we’re working with the Royal Alfred Seafarers’ Society on their annual open day, with Nautilus International on the recent launch of a report into crew communications at sea and with the Shipwrecked Mariners Society on the launch of their annual photography competition.

Earlier this year, our editorial division, Writers Inc., produced Seafarers UK commemorative anniversary publication which involved delving through the archives, copywriting and project management.

To help celebrate the charity’s 100 years, we’ve put together a 100-strong maritime trivia list! Why not take a look below to see what you already knew… or found out something completely new!

 

  1. How much does the fishing industry contribute to the European economy each year?
    • €71.3 billion
  2. What percentage of Europeans eat fish at least once a week?
    • 70 per cent
  3. Which five species of seafood are most popular with UK consumers, amounting to 70 per cent of all sales?
    • Cod, Haddock, Salmon, Tuna and Prawns
  4. How many kilogrammes of fish do British adults eat every week?
    • 8 million
  5. How much does the shipping industry contribute to the global economy?
    • £327 billion
  6. How many jobs in the UK are supported by the maritime sector?
    • 250,000
  7. How many tonnes of fish do British vessels catch every year?
    • 700,000
  8. How many fishermen are there in the UK?
    • 12,000
  9. Approximately, how many species of fish are there in the world?
    • 27,000
  10. What proportion of Britain’s imports come in via the sea?
    • 95 per cent
  11. Women make up what percentage of worldwide seafarers?
    • 2 per cent
  12. How many bananas could the largest container ship in the world hold?
    • 745 million
  13. Since 1975, the number of British seafarers has fallen by how much?
    • 75 per cent
  14. How many seafarers are employed by the global industry?
    • 5 million
  15. Seafarers from which nation make up one third of all shipworkers?
    • The Philippines
  16. At any one moment, how many containers are at sea?
    • 20 million
  17. How much of international trade does shipping account for?
    • 90 per cent
  18. Whilst at sea, ships occasionally encounter ‘growlers’, what exactly are growlers?
    • Small icebergs (so named because of the nose made as the ship’s hull scrapes past them)
  19. The deepest part of any ocean in the world is an area of the Pacific Ocean with a depth of 36,161 ft., what name is given to this area?
    • Mariana Trench
  20. What species of fish produces the most eggs?
    • Ocean Sunfish (Mola mola)
  21. How many varieties of goldfish are there?
    • Over 100
  22. What is the fastest fish?
    • Sailfish
  23. In the movie, Finding Nemo, what kind of fish is Nemo?
    • Clownfish
  24. What is the largest species of fish?
    • Whale Shark
  25. What is the smallest species of fish?
    • Stout Infantfish
  26. How many teeth can a shark grow during its lifetime?
    • 50,000
  27. How many portions of fish and chips do UK consumers eat every year?
    • 382 million
  28. How many eggs do salmon lay a year?
    • 2000-5000
  29. What was the name of the ship captained by Captain Hook (From Peter Pan)
    • Jolly Roger
  30. Name the ship Christopher Columbus captained on his first voyage to the new world?
    • Santa Maria
  31. Who captained the RMS Titanic?
    • Edward John Smith
  32. Name the ship captained by Ernest Shackleton on his Imperial Trans-Antarctic Expedition 1914-1917
    • Endurance
  33. In which war was the convoy system introduced?
    • World War One
  34. How many ballistic missiles can a Vanguard class carry?
    • 16
  35. Which naval station is responsible for arming all submarines?
    • Coulport
  36. Which Royal Naval base is said to be the largest in Western Europe?
    • Devonport
  37. What is the professional head of the Royal Navy’s’ title?
    • First Sea Lord
  38. Who was in the “Wavy Navy”?
    • Members of the Royal Naval Volunteer Reserve
  39. How many ships are in the Royal Navy?
    • 77
  40. When was the Royal Navy founded?
    • 1546
  41. What was the name of the first submarine to surface at the North Pole in 1959?
    • Skate
  42. What is the name of the American submarine that sank itself with its own torpedo in October 1944?
    • Tang
  43. Who invented the first submarine?
    • David Bushnell
  44. What was the first submarine named?
    • Turtle
  45. What do the initials ULCC as a size of tanker stand for?
    • Ultra Large Crude Carrier
  46. What is a common use of a RORO vessel?
    • Car Carrying Ferry
  47. What is a tanker of between 120,000 and 180,000 deadweight tons size called?
    • Suezmax Size
  48. What is the overall term used to describe the different types of rope used on a vessel?
    • Cordage
  49. When facing forwards what is the left side of a ship called?
    • Port
  50. What is navigation by stars called?
    • Celestial navigation
  51. What is the name of the person in charge of mechanical issues aboard a ship?
    • Chief Engineer
  52. If you were in the toilets of a ship, where would you be?
    • Heads
  53. What is the acronym for the electronic positioning system used by seamen?
    • GPS
  54. What do commercial fisherman throw to the sea for good luck while fishing?
    • Canned Food
  55. What day is said to be bad luck for seaman to leave the harbour?
    • Friday
  56. What two words are used to define coordinates?
    • Latitude and longitude
  57. What was the name of the famous ship that sailed in 1620 to North America to establish a new colony?
    • Mayflower
  58. What was the name of the famous ship that hit an iceberg in 1912?
    • Titanic
  59. What type of fish is a skipjack?
    • Tuna
  60. Tinca Tinca is the Latin name for which fish?
    • Tench
  61. What is a young Pilchard called?
    • Sardine
  62. What colour are the spots on plaice?
    • Red/Orange
  63. Alevin and parr are stages in the development of which fish?
    • Salmon
  64. What family does the anchovy belong to?
    • Herring
  65. Where is a fish’s caudal fin?
    • Tail
  66. What are the whiskers on catfish and other bottom dwellers called?
    • Barbels
  67. How many types of catfish are there?
    • Over 2,000
  68. What fish has enough poison to kill 30 people?
    • Puffer Fish
  69. What fish can regrow body parts?
    • Starfish
  70. Which fish’s home is poisonous to other animals?
    • Clown Anemonefish
  71. Which species is often referred to as a carpet shark?
    • Tasselled Wobbegong
  72. Name a relative of the seahorse?
    • Ornate Ghost Pipefish
  73. Which fish can move overland between waters?
    • Eel
  74. What is a recently hatched fish called?
    • A fry
  75. What is the fastest fish in the ocean?
    • Sailfish
  76. Which fish migrates the furthest?
    • European Eel
  77. How far can flying fish glide in the air?
    • 20 feet or more
  78. Why are fish often covered in slime?
    • Helps them move quickly through water
  79. Are jellyfish and crayfish actually fish?
    • No
  80. How long can a goldfish live in captivity?
    • 30 years or more
  81. What kind of fish is Dory in Finding Nemo?
    • Blue Tang Fish
  82. What percentage of the world’s fish live in freshwater?
    • 40%
  83. Do fish have eyelids?
    • No
  84. Which state in America catches the most fish?
    • Alaska
  85. The red drum is what type of fish?
    • Bottom feeder
  86. Which shark is flat like a stingray?
    • Pacific Angel Shark
  87. What ocean dwelling creature doesn’t have any support for its body but its muscles?
    • Squid
  88. What ocean dwelling create squirts toxic ink?
    • Cuttlefish
  89. What type of snapper is the largest?
    • Red Snapper
  90. What fish is known as the silver king?
    • Tarpon
  91. Which body is responsible for issuing recreational fishing licences in England and Wales?
    • Environment Agency
  92. What fish is also known as the Lady of the Stream?
    • Grayling
  93. Which is the most common species of carp in British waters?
    • Mirror
  94. What is a water dwelling insect larva?
    • A Nymph
  95. How are Sewin known as in the UK?
    • Sea Trout
  96. Which fish is also known as the Doctor Fish?
    • Tench
  97. Fishing from a free-drifting boat is what type of fly-fishing method?
    • Loch Style
  98. What proportion of UK seafarers are completely without internet connection?
    • 4 per cent
  99. What proportion of UK seafarers have access to social media at sea?
    • 34 per cent
  100. What proportion of UK seafarers have access to personal emails at sea?
    • 57 per cent

David Bushnell and the world’s first submarine

 

 

 

 

 

 

 

 

 

 

 

 

Skipjack or yellowfin tuna?

 

 

 

 

 

 

 

 

The fastest fish on the planet

 

 

 

 

 

 

 

 

Found Dory!

 

 

 

 

 

 

 

 

 

Acceleris is a specialist in award winning communications for maritime industry. Why not take a look at some of our recent work in the sector and see if we can help get your communications afloat?

Election Fever!

Ellie St George-Yorke, Account Director at Acceleris

Another week, another election. I know I’m running the risk of sounding like Brenda from Bristol but it does seem like we are having a lot of politics at the moment. You can’t walk into a coffee shop or sit on the train without overhearing a conversation about who said what or who forgot which figures. As we all head to the local school or community centre to cast our vote once again, here’s a quick look at how brands have jumped on election fever over the years.

This year, craft beer enthusiasts and marketing wizards, BrewDog has launched a campaign to create their own exit poll. It is encouraging voters to post a selfie of themselves outside their polling station and show their snap at BrewDog bars around the country for a free pint (who doesn’t love free booze!)

As ever, it’s crucial in what appears to be becoming a closer and closer election for young people to turn out to vote. Let’s face it, this election is one in particular that could be won or lost based on the youth vote. With this in mind, for a brand marketed at young people to be mobilising the youth vote has received a bit thumbs up on social media as well as appealing to its core demographic, driving them into its pubs and bars.

Elsewhere in election news, Banksy has got himself into trouble this week promising to send free prints to anyone voting against the Conservatives. Unfortunately for Banksy it turns out that bribery is frowned upon by the powers that be, no matter how much you are frustrated by the status quo and the Electoral Commission stepped in. In a rather sarcastic and aptly appropriate U-turn Banksy caved and retracted the offer via his website.

What’s interesting is to look at the spike this stunt has created in terms of Google searches for Banksy over the past week. As you can see while the great man himself calls the stunt ‘ill-conceived and legally dubious’, it certainly made an impact with keywords ‘Banksy vote’, ‘Banksy election’ and ‘Banksy website’ all appearing as rising searches over the last seven days.

When it comes to jumping on the interest around the election our clients are no exception. For maritime professionals’ trade union, Nautilus International, we have created an animation showing the UK’s reliance of seafaring and seafarers and have used this to encourage election candidates to support the maritime industries first in their manifestos and hopefully, once elected, in reality.

The animation forms part of the Union’s Jobs, Skills and the Future campaign which calls on the UK government and maritime industry to deliver decent work and training opportunities for British seafarers now before our seafaring skills and fleet are lost forever. By using the election as a hook to spread the word of the animation, the campaign has allowed the Union to shine a light on the issues facing those working at sea.

No matter the outcome on Friday morning, it will certainly have been an interesting period in our country’s history and there are opportunities for brands to piggy back or influence (maybe subtly) the outcome and aftermath of the election to encourage voters, who of course are consumers as well, to vote with their feet as well as their hearts come Thursday and beyond.

Getting Too Big for their Gucci Boots… Is Influencer Marketing Still “On Point”?

Jake Setterfield – Account Manager

Influencer marketing, loosely described as a form of digital marketing that brands adopt to identify, target and form partnerships with those with online influence, has experienced rapid growth in popularity over the past couple of years.

It is the practice of getting people who are popular on social networks (particularly Instagram) to talk candidly about a brand’s product (such as a pair of free Gucci boots) in a hope their amassed audiences would buy it.

And it’s big business, with 400 million active daily users alone on Instagram, their potential audience shouldn’t be sniffed at…

It’s certainly filled a gap for digital marketeers online too, where people are now moving away from “click-bait” content and banner ads. In-fact, it’s estimated audiences are far more likely to win the lottery than click a banner ad! Whilst this is possibly a little exaggerated, it just goes to show the gap influencer marketing has filled online.

However, consumers are also becoming ever savvier to the tricks of the trade, and apparently there is such a thing as being too popular. Research last year by Markerly found a ‘sweet spot’ brands should look for when it comes to influencers’ clout and how bigger isn’t always better…

They found follower numbers of influencers on Instagram should be between 10k and 100k. Any smaller than this, and your product won’t make a splash, but any bigger, and engagement drops off. Mega social celebs with over 10 million followers had a like rate of 1.7% compared to 2.4% of those with 10-100k followers.

For example, if a DIY brand partnered with a celebrity in that field, they would reach a huge audience, but a lot of them wouldn’t be interested in the subject. Instead, it would be better to spread the content across a number of smaller influencers that have followers engaged in that topic.

The high level of trust between these influencers and their audiences is really making the trend live up to the hype. Rather than brands scattering their message to a wide consumer audience, the targeted approach of influencer engagement really does help them achieve the marketing dream of true consumer engagement.

This is made all the more pertinent when influencers are selective about their affiliations, placing their fans’ trust for what they endorse above the commercial partnership with the brand. This is where the distinction between celebrities and influencers comes into play. Whereas celebs can spread a message widely across the population based on how likeable they are, we should be more concerned with the interests of the influencer’s audience and their affiliation to the influencer’s “brand”.

However, a recent study by marketeer Nik Speller found the extent to which some influencers are using “bots” to over-inflate their clout. These bots will interact with their social channels automatically liking, commenting and following people, thereby over-exaggerating their influence.

He finds this so called “Instagram fraud” has become really quite prolific, resulting in the misrepresentation of influencers’ popularity so they can mislead brands to command more profitable partnerships.

For cautious brands, it ultimately comes down to engagement and story telling. Don’t just go for big follower numbers when looking for influencers. Micro-influencers can tell a meaningful story to their engaged audiences at a fraction of the cost for what you’d pay for a mega celeb. Brands need to work with the right influencers with the right audiences, telling the right stories.

However, perhaps more interestingly, Instagram does very little to call out this phenomenon as an issue. This artificial engagement is still just that, engagement… regardless of how genuine it is. This is what Instagram uses to justify and command its advertising fees, so the more engagement, the bigger the market value and ultimately ad revenue.

Just goes to show that their shoes might not be big enough to fill those free Gucci boots after all….

Whilst the examples above quite evidently apply mainly to consumer clients, corporate clients should also take note too. Our client Vantage Motor Group recently worked with Instagram influencer Em Talks around London Fashion Week, letting her test drive a brand new Toyota to travel in style to the show. 

With over 70k followers on Instagram and nearly 30k on Twitter, the activity promoted the release of Toyota’s brand-new C-HR. The content was engaging and relevant to her audience who are dedicated followers. If they had gone for an influencer with an inflated follower number, the engagement wouldn’t have been as impressive.

If you need advice or support with digital marketing, get in touch with info@acceleris-mc.com