We were asked to take over the entire marketing communications role for Horizon Yacht Charters. Horizon has bases in the BVI, Grenada and St Vincent. First we had to develop a clear brand positioning; out of which, all communications would flow.
Following the discovery phase, we developed a positioning of “with us, be extraordinary”. The premise that all other charter companies were “ordinary” and delivered ordinary sailing vacations. Horizon was different.
We launched this positioning with a campaign around LESS ORDINARY, MORE EXTRAORDINARY. This ran through all press, interstitials, digital marketing, channel art, newsletter banners, video etc.
In order for all stakeholders to be on board with the new font usage and colour palette, we created a brand palette for consistency across all media.
Concepts presented showing the development of the Less/More positioning:
Over time, as the positioning became established, we developed the ‘extraordinary’ thought around the idea of “extra”. You get so much more with a Horizon sailing experience.
As part of the overall marketing role, we were also responsible for:
- Blog content; ideas and copywriting
- Google advertising; ensuring consistent messaging
- Monthly newsletters; idea generation, copywriting and response analysis
- Created downloadable and automated content for the website around Learn to Sail Tips
- Created a stand-alone communication sent online called ISLAND EATS. A selection of automated recipe’s courtesy of the crewed yacht chefs.
- Boat show attendance
- Yacht Charter Broker Mailing
Developed the idea of having a regular mailing sent out to preferred brokers. We called it HORIZON TALK:
We handled all of the press advertising; both on and offline with titles such as Cruising World, Sail and Blue Water Sailing magazines:
