NAPA is a leading software and data services provider. Headquartered in Finland, NAPA employs 200 people, combining expertise in naval architecture, fleet operations and digital services.
NAPA’s software and expertise provide the foundations for a safe, efficient industry. Today, over 90% of new vessels are created and built using NAPA’s design software, which is the global standard in shipbuilding. The company leads the market in stability management and safety services for passenger ships, and its cloud-based solutions for fleet monitoring and voyage optimization are driving forward shipping’s decarbonisation journey.
In 2022, NAPA needed to further enhance its brand presence in the crowded space of vessel performance optimisation. With the introduction of the IMO’s Carbon Intensity Indicator (CII) and the EU ETS (Emission Trading Scheme), managing greenhouse gas emissions was becoming a central commercial and regulatory consideration for shipping companies. With deep expertise in ship modelling, simulation, hydrodynamics and digital twins, NAPA has created powerful tools for voyage optimisation, such as NAPA Fleet Intelligence and ClassNK NAPA Green. As shipping’s climate targets have increased in ambition, and decarbonisation has come to dominate strategic agendas across the industry, NAPA needed to develop a distinctive, authoritative position as a decarbonisation leader that reflected its deep expertise in the area.
BLUE delivered 128 pieces of coverage throughout the year, with a total of 239,000 coverage views. This coverage was not only featured in leading maritime media titles such as TradeWinds and Splash247, but mainstream media such as Forbes and Bloomberg.
BLUE took a thought-leadership based approach to define a position for NAPA’s evolving sustainability offering. At the start of 2022, BLUE and NAPA held a workshop, working with experts throughout the business to define how we could leverage NAPA’s unique position.
Based on this, we developed a thought leadership theme based on being among the first to give authoritative, usable guidance on upcoming emission regulations; outlining how data and high quality modelling support on decarbonization plans, and emphasising the need for cross-sectoral collaboration.
We developed content based on this theme for blogs, media opportunities, and social channels, amplified with paid social campaigns on Linkedin.
This theme not only addressed the issue of split incentives in the industry, but it also led up to and supported major new hooks. These included the announcement of a collaborations with partners like Marubeni Corporation and shipping line MOL to develop new research on voyage optimisation and risk management; the launch of NAPA’s CII Simulator; and the creation of consortium co-founded by NAPA, Blue Visby – which allowed fleets to enact a queueing system, so they could slow down, save fuel, but arrive at the same time.
This theme formed the basis of media outreach to major maritime publications like Lloyds List, and mainstream business publications such as Forbes.