Sunsail & The Moorings
The brief
Since 2022, Sunsail — a global leader in sailing holidays — has worked with APL Media’s branded content teams, for both National Geographic Traveller (UK) and Living360, to expand brand awareness among UK-based adventure-lovers. Sunsail’s charter sails, skippered getaways and flotilla adventures offer experiential holidays for people without prior sailing expertise, and it wanted to raise awareness of this unique offering. The brief was rooted in challenging outdated perceptions of sailing and showcasing Sunsail’s versatility and accessibility.
Over the years, this collaborative relationship has grown to span APL Media’s portfolio, including:
- National Geographic Traveller (UK) — in both print and digital branded content
- Living360 — through engaging editorial and SEO-informed features
- Newspaper guides — via high-impact advertorials within themed travel guides distributed with The Guardian and The London Standard
Each campaign has built upon the last, evolving the creative strategy, growing the audience and solidifying Sunsail’s presence across the UK media landscape. With another campaign currently in development for 2025, this is a collaboration that continues to chart new waters.
Our approach
From the outset, National Geographic Traveller (UK)’s branded content team worked in tandem with the Living360 team to position Sunsail not just as a travel provider, but as a lifestyle brand rooted in freedom, adventure and accessibility. The approach has evolved alongside the relationship, becoming richer and more strategic with each campaign.
Sunsail’s message has been promoted across print, digital, social media and live events — working collaboratively to create bespoke content journeys designed for maximum resonance. Across National Geographic Traveller (UK), Living360 and the guides distributed with The Guardian and The London Standard, a consistent and recognisable editorial voice for the brand has been established.
The campaign has:
- Demystified sailing for first-time audiences through educational articles such as Expert advice for planning your first sailing trip, Flotilla sailing trips explained and Five of the best sailing destinations for winter sun.
- Showcased Mediterranean escapes — especially in Greece and Croatia — as relaxing, off-grid, wellness-led adventures, notably through features such as Family sailing holidays: how to connect and unwind and Going off-grid: why it’s time you booked a sailing holiday.
- Delivered tactical campaigns aligned with booking cycles and editorial calendars, including new year themes such as Best sailing holidays for every kind of traveller and Why sailing holidays will be the 2024 summer trend.
- Executed performance-led media strategies incorporating digital roadblocked banners, social amplification, newsletter takeovers and native content placement.
- Celebrated Sunsail’s legacy with a standout 50th anniversary event in London that blended real-world engagement with wider campaign amplification across APL Media’s ecosystem.
With every activation, the team has fine-tuned messaging, expanded Sunsail’s reach and strengthened brand perception. This is more than a series of isolated campaigns — it’s a sustained, insight-driven media partnership that continues to grow.
Event spotlight: Travel Geeks: Plan the ultimate Greek island-hopping adventure
In May 2024, Sunsail celebrated its 50th anniversary through a flagship Travel Geeks event hosted by National Geographic Traveller (UK) at Arboretum in London.
Designed to immerse audiences in the brand’s Mediterranean expertise, the evening featured an expert panel moderated by TV presenter Alex Outhwaite. Speakers included sailor Dee Caffari, journalist James Stewart, podcast host Maria Pitrakkou and yachtsman Craig Burton. Guests enjoyed authentic Greek catering and premium cocktails while exploring why sailing is the ultimate slow-travel adventure.
Impact Highlights:
- More than 180 attendees at a sold-out venue
- 75% said they were inspired to book a sailing adventure
- 80% reported learning something new
Backed by a wider campaign generating:
- Two print advertisements in National Geographic Traveller (UK) magazine
- 10 email newsletters
- An ad campaign across Facebook and Instagram
Our results
Since 2022, APL Media’s branded content team and Sunsail have built a trusted, collaborative relationship rooted in strategic storytelling, audience insight and campaign performance. Together, the campaign has delivered a wide range of activations in print, digital social media and events — each designed to evolve Sunsail’s positioning and expand its reach within the UK travel market.
Through tailored editorial features, high-profile media placements, performance-led social activations and immersive in-person experiences, the partnership has consistently brought Sunsail’s brand values to life. The campaign has introduced sailing to new audiences, challenged common perceptions and inspired thousands of travellers to explore the world differently. Each year has brought new creative approaches and deepened engagement, with a standout 50th anniversary event and a campaign series that is still ongoing.
This sustained collaboration is a reflection of a shared commitment to impactful, measurable and meaningful work — ensuring Sunsail remains a leader in experiential travel for years to come.
