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B2Sea Powers Campaign for Hellenic Chamber of Shipping to Inspire Future Seafarers

B2Sea Media Relations is proud to announce its collaboration with the Hellenic Chamber of Shipping (HCS) in delivering a nationwide communication campaign designed to highlight maritime careers and inspire a new generation of Greek seafarers.

With Greece commanding approximately 20% of the world’s commercial fleet capacity and 60% of Europe’s, the initiative aimed to safeguard the country’s maritime leadership by informing and engaging young people; highlighting the seafaring profession as a rewarding and viable career path that many households across Greece may not have previously considered.

Spanning five months, from March to July 2025, the campaign leveraged high-performing social media platforms favored by Gen Z; including TikTok, Instagram, and YouTube, alongside traditional media such as newspapers and news portals. It also featured an educational flyer distributed to high school students (Lyceums) nationwide, providing clear and accessible information about maritime career opportunities.

Bringing the Seafaring Profession to Gen Z Audiences

B2Sea undertook the entire creative and strategic development of the campaign, from concept design to full-scale implementation, content creation, and performance reporting.

The campaign consisted of two key pillars:

1. A Social Media Awareness Campaign

B2Sea designed and produced a series of 10 dynamic videos featuring active Merchant Navy officers -captains and engineers, men and women- sharing their professional journeys, day-to-day experiences on board, and insights into the career paths available at sea. Filmed on location in their natural working environments, these authentic narratives brought the maritime profession to life for younger audiences.

The videos were rolled out across multiple platforms, including TikTok, Instagram, YouTube, Facebook, and LinkedIn, reaching and engaging diverse audiences through tailored, platform-specific content.

Stats from the Hellenic Chamber of Shipping TikTok account for the period March 1 – July 1, 2025. Source: TikTok Business Suite.

Stats from the Hellenic Chamber of Shipping TikTok account for the period March 1 – July 1, 2025. Source: TikTok Business Suite.

The TikTok campaign delivered exceptional results, capturing the attention of young audiences nationwide and sparking conversations about maritime careers. Over five months, the videos generated more than 3.4 million views, driving remarkable engagement with over 32,000 likes, nearly 4,000 shares, and more than 1,200 comments, as viewers connected with inspiring stories from senior Deck and Engine officers in active service. The Hellenic Chamber of Shipping’s TikTok profile also experienced a significant boost in visibility, recording close to 10,000 profile views and reflecting a renewed interest in the maritime profession among Gen Z.

You can watch all the campaign videos on TikTok: https://www.tiktok.com/@hellenichamberofshipping

Stats from the Hellenic Chamber of Shipping TikTok account for the period March 1 – July 1, 2025. Source: TikTok Business Suite.

Stats from the Hellenic Chamber of Shipping TikTok account for the period March 1 – July 1, 2025. Source: TikTok Business Suite.

The campaign also delivered remarkable results on Instagram, further amplifying its reach and engagement among younger audiences. Between March 1 and July 1, 2025, the Instagram content attracted over 3.6 million views and reached an audience of more than 622,000 users. Engagement was strong throughout the campaign, generating more than 50,000 content interactions, as users liked, shared, and commented on posts that showcased the inspiring journeys of Greek seafarers.

Stats from the Hellenic Chamber of Shipping Instagram account for the period March 1 – July 1, 2025. Source: Meta Business Suite.

Stats from the Hellenic Chamber of Shipping Instagram account for the period March 1 – July 1, 2025. Source: Meta Business Suite.

Watch the campaign on TikTok: https://www.tiktok.com/@hellenichamberofshipping

2. Informative Brochure for High Schools Nationwide

While social media proved to be a powerful tool for raising awareness and sparking initial interest in maritime careers, B2Sea recognized that career decisions -especially for young people- require more in-depth information, guidance, and time. Given the length and complexity of the decision-making journey, as well as the important role parents play in influencing career choices, B2Sea designed and developed a comprehensive informational brochure to complement the digital campaign.

The brochure, that is to be distributed to high schools (Lyceums) across Greece, provides students and their families with clear, structured, and accessible details about pursuing a maritime career. It showcases the global strength of Greek shipping and outlines the admission process to the Merchant Marine Academies (AEN), the structure and duration of studies, career progression pathways, and the benefits of working in the maritime sector. This approach ensured that the campaign not only inspired curiosity but also equipped students and parents with the practical information needed to take the next step toward a seafaring profession.

Explore the brochure: https://bit.ly/neeseafarers

A warm thank you to the Hellenic Chamber of Shipping for entrusting B2Sea with such an important campaign; one that blended creative storytelling with data-driven campaign management to connect with Gen Z audiences and present the opportunities of a seafaring career.

This campaign underscored B2Sea Media Relations’ expertise in designing and delivering integrated, high-impact communication strategies for the maritime sector.

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