Candela takes flight at CES

electric hydrofoil boat in motion on water

The Challenge

Candela, a boat brand whose purpose is to speed up the transition to fossil fuel-free lakes and oceans, started gearing up for the U.S. launch of its C-8 boat in fall of 2022. The C-8 is an eye-catching electric hydrofoil boat that is truly the first of its kind.

Backbone's PR team worked with Candela to generate media coverage and build buzz leading up to the C-8's arrive in the U.S. at the CES show.

The Solution

The annual CES show is notoriously crowded and known as a difficult platform for a brand to garner attention. With this in mind, our team pitched and placed a steady stream of stories in targeted mainstream, tech and lifestyle media outlets leading up to the CES show.

These efforts paid off, as Candela became one of the biggest stories at CES and was identified by many of the world's biggest media outlets as a highlight of the show.

Following CES, we promoted Candela's partnership with Polestar, expanding Cendela's footprint in tech and mainstream media and building new brand awareness via automotive media.

Over the subsequent two months, our team coordinated C-8 test flights in Sausalito, CA for top-tier international media.

AP News article
Wired article
Designboom article
Fast Company article
Hiconsumption article

The Results

Candela's launch at CES received widespread media coverage in technology, marine, automotive, business, environmental, outdoor and mainstream outlets. 

Earned Stories

Recent Insights

Read all insights
26 Jun 24
3 min read

Measure What Matters

Measure What Matters is an ongoing guide from Backbone to help navigate the complex, changing world of media measurement.

Work with US

Let's charge around the bend together

Contact Us