Making GoBoat the go-to wellness experience for Gen Z and Millennials

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By aligning GoBoat with the wellness movement, we created and launched a new experience that turned the viral ‘5 to 9’ TikTok productivity trend on its head – encouraging Brits to slow down and relax before 9am, to set the tone for a meaningful workday ahead.

Targeting commuters, GoBoat’s special-edition Wellness Cruises comprised early morning mindful boating sessions. Pre-work group exercises on the water included posture alignment, mindful breathing, vibration alignment, body scans and intention setting.

Journalists and influencers loved the trips, and the new positioning underpinned a strong press office delivering listings, events coverage and topical newsjacking.

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