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home \ work \ environmental \ Nigel Burgess yachts
Q: how do you articulate what's at the heart of a superyacht brand?
Angle: explore service beyond compare
Nigel Burgess commission, manage and charter some of the world’s largest superyachts for some of the world’s wealthiest people. With such a prestigious but demanding audience, Nigel Burgess needed to constantly assert their leadership position.
The solution was inspired my the organisation’s adage ‘first class or no class’. From this statement the brand proposition ‘service beyond compare’ was developed and this was expressed in a revised identity.
The new brand was introduced to a global audience via advertising, direct communications and boat shows, with great success.
Project completed with The Partners, London.
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Nigel Burgess yachts
Nigel Burgess is one of the world's largest superyacht companies. Their clients are the world's wealthiest people, so to maintain a leadership position, delivering 'Service beyond compare' is imperative.
Rule the waves with brand advertising
In luxury brand communications there is often a 'less is more' approach to content. Striking orange and deep ocean blues combine with elegant typography and imagery that conveys the scale of the yachts and the company's leadership position.
Brokerage advertising
When the average asking price is US$20 million, these brokerage adverts for the international magazine market have to be immaculately turned out. A flexible, gridded template allows the client to promote varying numbers of yachts per page.
Charter advertising
Clients pay hundreds of thousands of dollars for a single week to charter this type of yacht. Despite their size (40-160m) the privately owned yachts often accommodate only 10-12 guests. Charter advertising aims to capture this unique and privileged experience.
Chartered waters
Each privately owned yacht is fully crewed and your wish is their command. It's true 'Service beyond compare'.
'Use it' direct response
It goes without saying that a superyacht of this calibre is capable of going anywhere on the planet. This direct response piece encouraged clients to charter, manage or even commission a new yacht with Nigel Burgess.
Genoa International Boat Show
For the Genoa International Boat Show, the preview advert states: 'Look no further – Nigel Burgess brings to Genoa some of the world's most prestigious yachts for charter. Enjoy the view.' Yachts for private viewing are branded with custom made passerelle banners.
Genoa Boat Show display stand
The international boat show circuit is a key touchpoint for the Nigel Burgess brand. The whole charter fleet is displayed on the exhibition stand situated in a prime position at the marina.