Pure Boats

Challenge

Pure Boats offers boutique canal cruises through Amsterdam, combining beautifully restored electric boats with a more personal, local way to experience the city. Their range has grown to include shared and private cruises, special occasions, corporate experiences and seasonal tours such as the Amsterdam Light Festival. With so many different experiences to promote, the challenge was to create content that kept the brand front of mind, encouraged repeat bookings and gave customers a real sense of the personality behind Pure Boats. And it’s a brand with some great stories to tell – even the Obama’s chose Pure Boats for a private cruise through Amsterdam during their visit to the city in 2023

Approach

Produced by our sister company Orange Marketing Masters B.V. , our work with Pure Boats combines ongoing email marketing with a growing focus on original podcast content. Email campaigns are used to promote the different tours and experiences throughout the year, from private cruises and special occasions to seasonal products such as the Amsterdam Light Festival. Rather than simply sending offers, the emails are designed to sell the experience – highlighting what makes each cruise different, introducing timely reasons to get out on the water and directing customers towards relevant tours.

Podcasting has become a particularly successful part of the partnership. Instead of taking the obvious route of recording in a studio, we produce the podcast aboard Pure Boats’ own vessels while cruising through Amsterdam. We handle the full production process, from filming and recording through to editing and final content. The setting gives the conversations a relaxed, natural feel, while the canals, boats and city become part of the content itself. It creates something that is genuinely distinctive to Pure Boats rather than a podcast that could have been produced for any travel brand.

Impact

The podcast has given Pure Boats a strong piece of content that goes beyond directly promoting a cruise. It provides a platform for interesting conversations and stories while naturally showcasing the experience of being aboard one of their boats. Each episode also creates opportunities for additional social and digital content, extending the value of a single production well beyond the podcast itself.

Alongside this, email marketing provides a more direct commercial channel, helping Pure Boats put the right tours in front of its audience at the right time and maintain engagement throughout the year. Balancing brand-building with tour promotion, we have helped Pure Boats stay connected with its audience while communicating the personality and experience that have made it one of Amsterdam’s distinctive canal cruise operators.