Charting a New Course in Maritime Radar
Navtech Radar had already earned its stripes in mining and highways, delivering solid-state sensors that shrug off dust, vibration and 24/7 duty cycles. But its latest breakthrough, the MAS10, a purpose-built maritime radar for crewed and autonomous vessels, demanded a fresh narrative to win mind-share in the crowded marine-tech arena.
- Client
- Increased in brand visibility, with a significant rise in media coverage and online presence with 115 brand mentions across all media as well as positioning Navtech Radar as a thought leader in radar technology
The Challenge
Although well known among mine operators and road-traffic agencies, Navtech now needed to convince shipbuilders, port integrators and autonomous-surface-vessel OEMs that its technology was equally indispensable at sea. Specifically, the brief called for:
- Re-positioning the brand from “the mining radar people” to an authority on all-weather maritime perception.
- Launching MAS10 at Ocean Business 2025 with a message that cut through lidar-and-camera hype and showcased radar’s superiority in fog, spray and darkness.
- Creating fast credibility to support harbour trials and early sales discussions already pencilled in for late 2025.
The Solution
1. Insight-led positioning
- A competitive audit spanning 25 marine-sensor vendors and 40 buyer pain points revealed clear white-space: Radar engineered for autonomy - built to see what cameras and lidar can’t.
2. Tiered launch programme
- Pre-show seeding – Under-embargo briefings with editors at Marine Technology Reporter, The Naval Architect and International Tug & Salvage locked in feature commitments before doors opened.
- Ocean Business theatre - A harbour-demo script, rolling live trials and a stand shared with an autonomous-vessel partner generated hands-on video and first-person quotes for journalists.
- Opinion-editorial cascade - A series of CTO-authored op-eds unpacked 77 GHz radar’s role in COLREG-compliant navigation, ensuring the story stayed top-of-mind post-show.
3. Influence acceleration
- An updated influence map ranked marine analysts, port-automation consultants and trade-show chairs. Media-trained subject-matter experts could reference IMO MASS guidelines and IALA standards on-the-fly, turning interviews into masterclasses rather than product pitches.
The Result
- More than twenty earned media pieces in leading maritime and autonomy titles within six weeks of launch, with additional pickup across Asia-Pacific shipping outlets.
- Sustained coverage translated into a stream of demo requests, harbour-trial sign-ups and partnership enquiries, feeding the MAS10 pipeline through the rest of 2025.
- Navtech is now routinely cited by analysts, conference panels and procurement teams as the benchmark for all-weather maritime perception, proving that its high-resolution radar DNA translates seamlessly from mine roads to busy shipping lanes.
In short, the programme repositioned Navtech Radar from land-locked specialist to maritime innovator and set MAS10 on course to become the new standard for all-weather situational awareness at sea.
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