On deck

A behind the scenes collection of news, thoughts and articles from our journal.

A Martha Ann moment 

Our team have been busy creating a campaign to present the spectacular 70m Lürssen, Martha Ann, to the market. As part of this campaign, we recently spent time onboard shooting a lifestyle film that we hope will be be a little different from the usual clichéd yachting films. Check back to watch the film on this blog very soon.

An intelligent yacht company

We’ve been working closely with IYC since the spring to offer strategic support for the launch of their new brand. From customer perception research and brand strategy, through to design and production of their Monaco Yacht Show presence, we’ve been closely involved in their exciting evolution. Designed and built by The Superyacht Agency, the new iyc.com epitomises the bold and dynamic approach to the market.

Make a splash at the Monaco Yacht Show 2015

Are you ready for the spotlight?

One of the most exciting events in our calendar every year is the Monaco Yacht Show. It’s a four-day cavalcade of new yachts, old friends, vibrant messaging and lashings of champagne. It’s fun, but it is also serious work. Other than the toll of striving for that always-on state of mind while managing the crowds, heat and inevitable missed appointments, attending the Monaco Yacht Show is like performing on centre stage at the main event: every one of us is showing off what we do and why our current and potential customers should work with us. We are affirming our company’s brand in a highly competitive market.

We know as well as anyone that at this annual festival of the top superyacht builders, brokers and product and service suppliers, an outstanding presence that generates interest, buzz and business takes hard work, creative thinking and a deep understanding of the setting.

Here at The Superyacht Agency, we’re experts at both marketing communication and the intricacies of the superyacht marketplace itself. With design clout honed in some of London’s top creative agencies, cheerful and effective project management and over 20 years’ experience exhibiting and making a splash at the Monaco Yacht Show, we’re the kind of team that can help you establish your brand, promote your products and generate the best possible returns from the docks, tents and parties.

Give us a call or send us an email. We’re eager to put our brain power to work for you.

BWA Yachting brand refresh

This week sees the launch of the brand refresh we’ve produced for BWA Yachting. We’ve worked closely with the team at their Lugano headquarters and offices around the world to reinvigorate the brand strategy based on our research and analysis. A bold new look and feel helps communicate the brand proposition of “a smarter superyacht experience”. A new smartphone app is the centre piece of the refresh and can be downloaded now from either the Apple App Store or Google Play Store.

New McMullen & Wing brochures and sales tool

In time for CEO Michael Eaglen’s sales roadshow this spring, we designed a compendium of brochures that would evoke the Kiwi shipyard McMullen & Wing’s identity as a builder of capable yachts. Together, four brochures work as a sales tool for brokers: The corporate brochure includes a photographic story on the New Zealand superyacht experience, and the three individual design books each feature a yacht concept specifically designed for McMullen&Wing by the leading studios H2 Design, Vripack and Greg Marshall Design. We’ll post a full project case study here soon, but for now, have a peek at what we’ve come up with.

Working together to create perfection

A recent partner in the OneOcean project, Aspinal of London opened its doors to the media yesterday to unveil the highly anticipated Spring-Summer 2015 collection.

Hot pink and the trademark aqua were a standout in the collection, blending seamlessly with the more classic colours of black, brown and tan.

A favourite of The Superyacht Agency was the ‘A’ range, made up of neutral tones complemented by a brighter mustard shade believed to have been inspired by the colour of Colman’s English Mustard.

London’s fashion set, including the managing editor of British Vogue magazine who is rumoured to have designed her own bag at the event, were among the VIPs invited to the launch at Claridge’s Hotel in Mayfair.

The Superyacht Agency commissioned Aspinal to produce beautifully crafted leather passport wallets as gifts for guests to the launch of luxury brand OneOcean at last month’s Monaco Yacht Show. The Aspinal dream team worked efficiently to deliver hundreds of their trademark passport wallets elegantly wrapped in tissue paper, nestled in luxurious boxes – they looked too good to unwrap! Competent, attentive and willing to go the extra mile, Aspinal produced a highly polished product that the client and guests were delighted with.

Thank you Aspinal and we look forward to potentially working with the team again in the future.

Taking the time to learn luxury

The superyacht industry could take notes from the watch world when it comes to luxury branding. Yesterday’s opening of IWC Schaffhausen’s ‘Timeless Portfofino’ exhibition in London’s Battersea Park set a new benchmark in luxury events as the brand delved into the making of its newest campaign. The Superyacht Agency was invited to mingle with special guests, actors Emily Blunt and Christoph Waltz, stars of the new campaign driving the brand’s launch of the new Portofino Midsize collection for women.

The campaign also features international actors Cate Blanchett, Ewan McGregor and Zhou Xun, and supermodels Adriana Lima and Karolina Kurkova. The dream team was flown from Cannes Film Festival to the beautiful Italian coastal resort of Portofino where photographer Peter Lindbergh, globally renowned for his magnificent sense of beauty and attention to detail, shot more than 21,000 images over three days. “To work together with Peter Lindbergh allowed us cast members to truly transcend space and time.” These really show the difference between a photograph, and a moment,” said Blunt to the gathered media.

The selection process involved 2,100 images being sent to the head of IWC, CEO Georges Kern, who said it took two months to select the final images used in the campaign. The stars were chauffeured through the exhibition to observe the beautifully shot photography for the first time. Waltz reflected: “Portofino is one of the most magical places on the planet. Being dressed in a tuxedo, wearing these amazing pieces of art while speeding along the Italian Riviera, I wished for nothing more than to stop time and linger just a little longer.”

One of the world’s leading brands in the luxury watch seg­ment, IWC crafts masterpieces of haute horlogerie at their finest, combining supreme precision with exclusive de­sign. And this campaign certainly reflects that.

To see the story behind the campaign, go to http://www.iwc.com/en/collection/portofino/

Amazing people doing amazing things

This week we delivered a custom publishing project for Blohm + Voss. Challenging traditional notions of superyacht brand marketing, the journal focuses on incredible people working in a range of diverse fields, all of whom share the values of Blohm + Voss and their pursuit of perfection. Blohm + Voss Sales and Marketing Director, Patrick Coote, launched the new publication at an event in Monaco on 1 September. Full project case study coming soon.

MYS2014: the calm before the storm

As the superyacht world gears up for another hectic show season, we’re taking the opportunity to make the most of the calm before the storm. The Superyacht Agency will host friends, clients and partners at Virage in Monaco on Tuesday 23 September to showcase the work we’ve been busy with this year and to discuss the industry’s rapid rise of awareness in the power of brand. Full details will follow soon, please contact us to express your interest in attending.

A classic refined

We have been working with Hodgdon Yachts over the past 12 months to help them refresh their brand identity. A fifth-generation family firm, Hodgdon are widely recognised for the quality of their craftsmanship and their innovative construction technology. The brief for the identity refresh was very much geared towards evolution, in order to provide a more contemporary look and feel whilst respecting the brand’s remarkable heritage as they approach their 200th year. The new identity is now being rolled out ahead of the 2014 Monaco Yacht Show. View our case study here.