We worked closely with the leadership team at IYC to define a position in the market for Martha Ann, along with a sales strategy based on the yacht’s charter history, wider market intelligence and analysis of similar yachts listed for sale. We then planned marketing activity to communicate the unique ownership opportunity she represents.
The result was a sales campaign focussed on an online microsite and printed sales prospectus. The microsite showcased the yacht’s unique attributes and hosted an innovative lifestyle film telling the emotive story behind the ownership opportunity. The printed sales prospectus used an innovative ‘z-fold’ binding to provide both the emotive and rational case for ownership, avoiding the tired format of the traditional yacht brochure.