The Challenge
As one of the maritime industry’s largest exhibitions, SMM Hamburg this year provided Marketing in Maritime (MiM) with a significant opportunity to strengthen its presence further within the sector.
Marketing in Maritime exists to bring together a community of maritime marketing, communications and business development professionals. They often work in niche specialised businesses and face challenges like finding industry-focused support, networking opportunities or development. The community provides a platform for their members to share insights, access resources, learn from one another as well as raise their profile as a marketer.
For most members, the maritime industry’s global and fragmented nature can make it tricky to build professional connections outside of their immediate network. That’s why SMM Hamburg presents a unique opportunity to bring everyone together in person and create a central meeting point.
To make the most of the opportunity, Marketing in Maritime required support across event planning, creative services, marketing communications and event promotion. Marketing professionals often attend major shipping events surrounded by technical, operational and commercial discussions, with few dedicated opportunities to connect with peers facing similar communications challenges. SMM represented an opportunity for Marketing in Maritime to bring the maritime marketing community together and increase awareness of the organisation among a global audience.
Our Approach
Event management and coordination
Working closely with the organising SMM team, Wake Media provided event coordination support to help ensure that Marketing in Maritime’s presence at the exhibition was delivered professionally as well as being aligned with wider objectives.
This included liaison with the event organisers, designing the stand layout with the stand builder and updating the exhibitor portal.
Creative services
Wake Media helped transform Marketing in Maritime from an exhibiting organisation into a visible gathering point for maritime communications professionals throughout the week.
Against the backdrop of thousands of exhibitors and visitors from across the global maritime industry, Marketing in Maritime needed a presence that would stand out, attract engagement and reinforce its growing reputation within the sector.
To do this we created:
• Stand graphics
• Flyers and brochures
• Pull up banners and bespoke selfie props for the MiM-Meet event
All assets were designed to reinforce the Marketing in Maritime brand, and its dedicated partners, throughout the week.
Marketing and promotion
To drive awareness and attendance, Wake Media delivered marketing content and assets across email, social media channels and via media partners for Marketing in Maritime.
MiM-Meet
Alongside promotion, Wake Media supported the planning and organisation of the MiM-Meet networking event, designed to be an opportunity for its community to relax and mingle with peers after a busy day at the conference. A downtown event location was found, close to the river Elbe, a picturesque scene in historic Hamburg.
Around 150 people enjoyed drinks, canapés and music as the sun set on the canals. Wake Media’s support included:
• Venue coordination and catering arrangements
• Event branding and creative assets
• Support with promoting attendee registration
The Results and the Impact
Through a combination of event management, creative services and targeted promotion, Wake Media helped deliver a professional and engaging presence for Marketing in Maritime before, throughout and after SMM 2026.
With our help, Marketing in Maritime raised its profile at the largest shipping trade show in Europe, partnered with new co-exhibitors and event sponsors and connected with hundreds of maritime marketing professionals for the first time, as well as reconnecting with long-term members and supporters of the #MiMCrowd.