Yacht builder daz­zles with an­i­mated TV ad cam­paign

Western Morning News (Saturday) - - Uk And World News - BY KEITH ROS­SITER

An en­tirely new style of per­for­mance sports yacht re­quired an en­tirely new ap­proach to mar­ket­ing for lux­ury Devon yacht builder Princess Yachts.

The Ply­mouth-based com­pany was the first lux­ury brand to use Ja­panese Manga style an­i­ma­tion for the yacht­ing in­dus­try’s first TV ad­ver­tis­ing cam­paign.

The in­no­va­tive ap­proach in sell­ing the game-chang­ing Princess R35 per­for­mance sports yacht has now won the Re­tail Mar­ket­ing Ini­tia­tive Boat Builders Award.

The cam­paign used prime time ex­po­sure across Sky and ter­res­trial chan­nels ac­com­pa­nied by a pro­gres­sive print ad cam­paign.

The recog­ni­tion comes from ma­rine in­dus­try ex­perts In­ter­na­tional Boat In­dus­try, pub- lish­ers of The Busi­ness of Boat­ing at an awards cer­e­mony in Am­s­ter­dam last week.

Princess col­lab­o­rated with Ply­mouth Col­lege of Art on the in­no­va­tive daz­zle cam­ou­flage livery used to keep sea tri­als of the pro­to­type of the R35 se­cret.

The sea tri­als were held in Portsmouth, where Ben Ainslie Rac­ing Tech­nolo­gies is based, and in Ply­mouth.

The bold pat­tern of the pro­to­type was cre­ated by Katie Sheppard from the Ply­mouth Col­lege of Art, who was among 20 stu­dents on a BA printed tex­tile de­sign and sur­face pat­tern course. The strik­ing cam­ou­flage con­fuses the eye and dis­guises the boat’s fea­tures.

The R35 was un­veiled si­mul­ta­ne­ously at the Cannes Yacht­ing Fes­ti­val and Southamp­ton Boat Show, along­side key de­sign and de­vel­op­ment part­ners such as Pin­in­fa­rina, Ben Ainslie Rac­ing Tech­nolo­gies, Bent­ley Mo­tor­sport and Naim Au­dio.

The tar­geted ad­ver­tis­ing cam­paign – in the form of an il­lus­trated mock movie poster and rad­i­cal new take on “daz­zle cam­ou­flage” was placed in non-tra­di­tional lux­ury ti­tles to reach new au­di­ences as well as ma­rine ti­tles and was sup­ported by a global PR cam­paign.

The R35 cam­paign was sup­ported by Craft Films. Break­fast of Cham­pi­ons cre­ated the Manga-style an­i­ma­tion which was ac­com­pa­nied by orig­i­nal sound­track, writ­ten and recorded by Gando & Doc­tor K.

The R35 is the first Princess R Class per­for­mance sports yacht. De­signed and hand­built in Ply­mouth, it com­bines revo­lu­tion­ary per­for­mance ca­pa­bil­i­ties, de­sign, quality, and race-bred tech­nol­ogy.

The ves­sel was de­signed in part­ner­ship with Ben Ainslie Rac­ing Tech­nolo­gies and Pin­in­fa­rina, the leg­endary au­to­mo­tive styling house.

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