Northrop & Johnson

To create awareness around the Northrop & Johnson brand, Misfit Toys Communications conceptualized and executed a multi-pronged strategy focusing on leveraging data and trends, positioning team members as expert sources within the industry, creating media-worthy offerings, and aligning with like-minded partners.

Leveraged the brand’s President & COO Daniel Ziriakus and other select team members for trend and market stories where they could be positioned as expert sources in the industry. This resulted in coverage from LEADERS, CNBC Travel, The Fox Magazine, Luxury Guide, Brides, Business Insider, Dockwalk Magazine, among others.

Audited Northrop & Johnson’s fleet to find the yachts with the most compelling histories, designs, and more leveraging these for stand-out coverage in Penta Magazine, Barron’s, Robb Report, Yahoo!, Travel + Leisure, among others. Inspired by James Bond’s 60th anniversary Misfit created a special offering in partnership with EMBARK Beyond that included helicopter jumps and skydiving with a Special Ops agent; defensive driving lessons in Monaco; horseback riding along the beach in “Casino Royale;” and more. The package resulted in coverage from Robb Report, Yahoo!, The Points Guy and more.

Active collaboration with the social media team ensured consistent brand messaging and heightened online presence, driving significant growth in engagement and inquiries. This integrated approach resulted in increased media coverage, enhanced brand reputation, heightened consumer interest, and strengthened social media impact, solidifying Northrop & Johnson’s position as a leader in luxury yachting.