160 years of incredible maritime history

Taking the plunge

2020 marked the 160th anniversary of leading global marine insurer North P&I. Founded and headquartered in in Newcastle, North’s reach stretches around the world – with regional offices in Australasia, China (Shanghai and Hong Kong), Greece, Japan, Singapore, UK & Ireland and the USA. However, the organisation is proud of its roots in Newcastle, and wanted to use the 160th anniversary as an opportunity to shine a light on its long history in the North East.

With the coronavirus pandemic taking face-to-face events off the table, we were tasked with creating a buzz online around the anniversary, raising North’s profile in the region and connecting it with a whole new audience.

Connecting forces

The North East has a rich maritime history, with North playing a leading role in many of the area’s most interesting historical narratives.

Our creative social media strategy connected North with one of the region’s most high profile and creative social media personalities, bestselling author and historian Dan Jackson.

We opened up North’s archives to Dan, giving him access to the fascinating documents, images and facts from North’s 160-year history. Dan quickly unearthed a number of historical gems, and we worked with him to develop a series of compelling social media content, highlighting North’s origins on 1860s Tyneside and its role at the heart of the nineteenth century shipping boom.

Our work with Dan wasn’t just focused on the past, however. We also ensured that Dan was fully briefed on North’s position today as one of the world’s largest maritime insurers. As a result, our collaborative content also highlighted North’s role as a major employer in Newcastle, its commitment to CSR and sector-wide charitable initiatives, and how they continue to innovate with the latest technology and insight.

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Results

9,000

highly engaged North East business leaders, MPs and journalists

25,253

views in two weeks

Blueprint set

for future North campaigns and influencer collaborations

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