American Bureau of Shipping (ABS) is a global leader in tanker ship classification, setting the standards for safety and regulatory requirements in the marine industry. It has a network of more than 2,000 engineers, surveyors and operational support staff located around the world.

ABS produces an abundance of industry-leading whitepapers, offering expert technical and practical advice to shipowners. For its latest whitepaper titled – Energy Efficiency Index for Existing Vessels (EEXI) – ABS was looking to create more awareness around reducing greenhouse gas emissions for new construction vessel projects as well as reminding shipowners about its tanker support network and guidance which is aimed primarily towards safety and sustainability.

ABS needed to raise its visibility and promote the whitepaper to an audience who had a vested interest in the main theme so partnered with TradeWinds, to become an exclusive sponsor for its digital webinar, TradeWinds Tanker Shipping Forum.

TradeWinds lively, independent and interactive events was the perfect venue to promote these solutions to the shipping industries movers and shakers known to frequent its global forums.

TradeWinds lively, independent and interactive events was the perfect venue to promote ABS’ whitepaper solutions to the shipping industries movers and shakers known to frequent its global forums.

The TradeWinds Tanker Shipping Forum 2021 was the third digital event of the year and through a range of active marketing campaigns a total of 848 delegates registered for the event, of which 508 attended live, making a 60% attendance rate.

In the lead up to the event, digital ad placements were included within the TradeWinds daily newsletter which collected a total of 283,448 views and 162 clicks through to the registration page. Event promotions were also placed across the TradeWinds website which made a total of 440,823 impressions and 1,634 clicks through to the registration page.

Social media posts on TradeWinds LinkedIn page created 5,850 impressions and 198 clicks to the registration page, and with Twitter, 5,973 impressions and 108 engagements collectively.

During the interactive live webinar, ABS also had complete visibility, with its logos on the main screen, plus downloadable whitepaper handouts.