The yacht charter market is hugely competitive. Our client was not only competing with other companies on their own islands, but also other sailing destinations. They wanted us to develop a press campaign that created a point of difference and had stand-out in the crowded classified pages of the sailing magazines.
We started by researching the competition; from imagery used, key message to copy tone. We discovered a very generic market focused on convincing the reader to “come sailing” without giving any real point of difference to choose one company over another.
Following our discovery phase which included market research, a mystery customer enquiry exercise and talking to charter guests and other stakeholders, we developed a campaign that not only highlighted the superior levels of service provided by our client, but also communicated their Caribbean roots. The headline states “you deserve a 5-star customer experience”. The colour palette included the corporate blue but we also added the accent colour of lime to reinforce the Caribbean vibe.
