Princess Yachts, the largest luxury yacht manufacturer in the U.K., has just debuted its new brand positioning, titled "Distinction in Detail," at the recently concluded Cannes Yachting Festival.
Developed in partnership with luxury custom agency IPG-X, this strategic move highlights the company's commitment to exceptional craftsmanship and precision in design while marking the company's upcoming 60th anniversary.
Custom agency IPG-X, a part of the Interpublic Group, worked closely with the yacht manufacturer to develop a visual and conceptual identity aligned with the high standards Princess Yachts is known for.
Drawing inspiration from the sleek and harmonious lines of every Princess yacht, the brand's new design also incorporates elements from its crown logo, which gives it a modern yet timeless look.
Simon Clare, executive director of brand and marketing at Princess Yachts, highlighted the craftspeople and workersbehind the brand's yachts in a statement, pointing out their remarkable work at the heart of the campaign.
"'Distinction in Detail’ serves as a reminder that it takes exceptional skill, dedication, and care to meet the high standards we uphold, and to deliver the quality and attention to detail our yacht owners expect," he concluded.
Clare also praised IPG-X, whose creative and insightful work was instrumental in defining the brand's new direction.
In addition to an elegant brand film, the campaign also includes a comprehensive advertising strategy that spans print and digital platforms, as well as social media engagement and a detailed brochure.
"Distinction in Detail" displays a renewed attention to Princess Yacht's brand values. Emphasizing the brand's attention to craftsmanship and detail makes it an attractive choice for customers looking for quality products.
Beauty in the Details
The campaign was officially launched at the Cannes Yachting Festival, where Princess Yachts exhibited some of its newest luxury models.
Its highlight is a 90-second spot that begins at the crack of dawn.
A narrator highlights the "detail makers," who work tirelessly to ensure that each yacht comes out in perfect condition.
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The ad follows sketchers, molders, welders, carpenters, testers, and more, tracing each step in the creation process.
It ends with a shot of the finished product, a beautiful Princess Yacht, traversing the open seas.
Earlier in June, IPG-X also collaborated with Bentley to launch the luxury car manufacturer's first ever global brand campaign.
Editing by Katherine 'Makkie' Maclang
