princess yachts marketing

Advertisement

• Facebook Messenger

Princess Yachts’ product innovations inspire a marketing revolution

May 9, 2019 | 6 min read

Listen to article

World-first commercial shot on the unique island of Santa Cruz del Islote, Colombia Princess R35 ‘The Red Thread’ film reinforces Princess Yachts’ position as first luxury yacht brand to advertise on television ‘The Red Thread’ delivered through Sky AdSmart targeting Game of Thrones season 8 viewers ‘The Red Thread’ completes Princess Yachts’ series of three innovative R35 marketing campaigns following 2018’s ‘Dazzle’ and Manga-style anime commercial and film

The third and final part in Princess Yachts’ innovative Princess R35 marketing strategy has now been released within the eighth and final season of Game of Thrones. The stunning new R35 film titled ‘The Red Thread’ debuted on British TV recently, aired via Sky TV’s AdSmart Video on Demand service within commercial breaks of season 8 of the TV blockbuster.

‘The Red Thread’ was created in a unique location never before accessed by a film crew. Its star, the Princess R35 performance sports yacht, is dramatically and beautifully presented within an intriguing storyline set on the remote island of Santa Cruz del Islote, Colombia. Thanks to Princess Yachts’ retail partner in Colombia, this is the first time permission to shoot a commercial on the world’s most densely populated island has been granted.

Santa Cruz del Islote is home to just 1,247 Colombians, but at just 0.012 km2 (2.4 acres) it has a population density four times that of Manhattan. An insightful behind-the-scenes film was also produced that introduced the film’s local Islote stars and their home.

Link to ‘The Red Thread’: https://youtu.be/x5_39dRBblM

Link to ‘the red thread’ behind-the-scenes film: https://youtu.be/dyjwls3r6ki.

Kiran Haslam, Marketing Director, Princess Yachts said “The revolutionary R35 sports yacht is the product of transformational change and innovation at Princess Yachts, so we’ve raised the bar on the standard of luxury yacht advertising. Beginning with our take on the iconic dazzle camouflage developed by Norman Wilkinson in the early 20th century in our home city of Plymouth, followed by the Manga-style anime we teased the product with ahead of its launch, we have completed our campaign having had special access to a stunning location. It was only right that we then presented the finished film via on demand TV within an equally dramatic backdrop – during the final season of Game of Thrones.

“The superb quality of TV now and the ability to target a highly relevant audience for us via Sky AdSmart means that TV advertising is now a genuine marketing channel for a luxury brand willing to break the mould. We will continue to innovate in our products and our marketing channels.”

‘The Red Thread’ in detail

In delivering a marketing campaign on a par with leading lifestyle brands, Princess Yachts is producing broadcast quality content showcasing its vessels in extraordinary depth and detail.

‘The Red Thread’ was filmed on location in Colombia in February and features the very first of Princess’s R Class yachts, characterful residents of the island of Santa Cruz del Islote and an infectious original soundtrack. As part of the multi-channel marketing campaign, ‘The Red Thread’ has been edited for broadcast advertising platforms, making it Princess Yacht’s third TV commercial and reinforcing Princess’s position as the first luxury yacht brand in the UK to advertise on television.

Princess Yachts and VCCP Media are running 60 second copy for the R35 creative across the Sky VoD platform. The campaign comprises two distinct threads of activity in high definition delivered on the main TV set in the home. Core activity is running on select upmarket channels only with an AB demographic overlaid, whilst a more targeted Game of Thrones specific campaign will provide Princess with an influential presence during every episode of the dramatic final season. The activity is planned to run until the end of June, having already delivered over 1 million completed views, and is supported by strategic digital activity running across multiple Princess sites to ensure exposure to the viewers who may not have previously considered purchasing a luxury sports yacht.

The use of premium broadcast-quality camera equipment, lenses and crew from Craft Films is evident in the creative content produced, whilst the original and emotive soundtrack to the advert was written by the composing duo GANDO & Doctor K and recorded at Lo Ricco Sound Studios in Melbourne, Australia. The track features Australian artists Jessica Riley and Daniel Richardson.

Uniquely among major luxury brands, Princess Yachts uses real people and real locations in its marketing campaigns. Three generations of Islote residents feature in the commercial, whilst the yacht’s helm and his girlfriend are also a couple in real life.

Haslam added: “Shooting on the remote island of Santa Cruz del Islote was a privilege and working with the locals was an unforgettable experience. There is an amazing community spirit on the island. Neighbours quite literally share in each other’s lives. Seeing the film crew run through someone’s living room whilst the hosts watched TV on a set in the room next door that just happened to be their neighbour’s kitchen gives you some idea of how the Islote community is bound together.

“For once a ‘making of’ film also has a story to tell and memories of the shoot will live with us forever. You can’t fake the realism of working with real people in their own environments and that shows through in our work.”

Princess R35 launch

Princess Yachts is spearheading a new level of innovation and luxury that has led to record levels of commercial success and job creation. The R35 epitomises Princess’s vision and focus on quality. To mark its 12-month launch programme from tease in spring 2018, through to reveal and on to production of the first R35 in 2019, the British company is reflecting its product innovation with a new standard of marketing campaign within its industry.

The Princess R35 marketing campaign kicked off in 2018 with a unique ‘Dazzle’ design camouflage that teased the arrival of the new yacht. This was followed by an award-winning Manga-style anime that debuted as the world’s first TV ad campaign for a luxury yacht brand ahead of the R35 reveal at the 2018 Cannes Yachting Festival.

Link to R35 Manga: https://youtu.be/iQTu9yOPoHQ

• Select Language

Latest News & Events

Rita luskovic, sign up to our newsletter.

Sign up now to be the first to hear about our news and updates.

Our Sister Brands

• | Marketing

Princess Yachts Unveils New Brand Positioning in Collaboration with IPG-X

Elizabeth Jenkins-Smalley

“It’s our people who make our yachts so special. That’s why it made perfect sense to place them and the remarkable work they do at the heart of our new 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.” Simon Clare, Executive Director of Brand and Marketing at Princess Yachts

Continue reading

• Executive Appointments

Dentsu UK&I Welcomes New CEO Annette Male

• Fashion & Style

Luxury Jewellers Robinson Pelham release new collection

A legacy reborn: hancocks london’s historic move to st james’s street, european commission sets bold new direction for corporate fleet electrification, the new digital gold rush with bitcoin’s historic ascent to $100k.

• Executive Appointments , Women In Business

Papa Johns Welcomes Jenna Bromberg to Executive Leadership

PRIVACY POLICY | TERMS & CONDITIONS

Princess Yachts

Working with Princess Yachts, IPG-X has delivered a new global brand proposition that evolves their existing positioning. Using deep customer insight to deliver a unique strategic springboard, the new approach creates clear water between Princess Yachts and its competitive set ​.

The look and feel uses real people and real craft, to tell a narrative that is both relatable and credible, landing the core USP and enabling their luxe clients to own a yacht that expresses their individual taste and style. ​

Stunning physical brochureware delivers a tangible customer touchpoint and standout in a world where most communications are digital-first.

• My Resources
• Submit News
• Add a team member
• My Companies
• Associations
• Find a Member
• Business Support
• Business Growth
• Representation & Promotion
• Supporting our industry
• Professional Development
• Guidance on how to calculate your turnover
• Meet the Team
• Code of Practice
• Strategic Partners
• National Agenda
• Website Feedback
• Choose Excellence, Choose a British Marine Member
• Career Opportunities
• Apprenticeships
• Our Courses
• Marine Job Vacancies
• Military Recruitment Scheme
• Boatbuilder Standard
• Marine Engineer Standard
• Marina and Boatyard Operative Standard
• End Point Assessment Resources
• Marine Electrician Standard
• Southampton International Boat Show 2025
• Monaco Yacht Show 2025
• Inland Conference 2025
• The BMEEA Conference 2025
• SuperyachtUK Technical Seminar 2025
• Seawork 2025 - Join us on the British Marine Pavilion
• Decarbonisation Hub
• Resource Hub
• Case Studies
• Member Features
• Website Feedback Form

• Princess Yachts reveals new brand positioning: ‘Distinction in Detail’

3 October 2024

Princess Yachts, the UK’s largest luxury yacht manufacturer, has revealed a new brand  positioning, summed up in the new brand line: ‘Distinction in Detail’.  

The new positioning is designed to highlight the British boatbuilder’s dedication to  meticulous craftsmanship and attention to detail, with the ultimate aim of creating  outstanding yachts and unforgettable experiences for their customers. To ensure exceptional levels of quality, 80% of the components of every Princess yacht are  manufactured on-site in their Plymouth yards, allowing for complete control of the finest  details. So, this new positioning is more than a strapline, it’s a reaffirmation of the true  essence of the brand. 

Princess Yachts was founded in in 1965 in Plymouth, on the edge of the English Channel,  where the company still has its home. Today, a highly skilled team of around 3000 people  work across multiple shipyards to produce some of the world’s finest yachts. As they  approach their 60th anniversary, ‘Distinction in Detail’ also reflects their determination to  continue exceeding their own exacting standards for the next 60 years. 

Unveiled at the Cannes Yachting Festival, the new positioning was revealed in a film that  celebrates the skilled and varied work that goes into creating every Princess yacht. The film  shows Princess employees from a wide range of specialities at work, from designers,  composite specialists, laminators and wiring loomers to metalworkers, carpenters and  assemblers, as well the people who test the finished yachts at sea as part of the meticulous  inspection process. 

“It’s our people who make our yachts so special,” says Simon Clare, Executive Director Brand  & Marketing. “So, it made complete sense to put them and the incredible work they do, at  the heart of our new campaign. ‘Distinction in Detail’ reminds us that it takes exceptional

skill, dedication and care to achieve the exacting standards we insist on at Princess, and the  quality and attention to detail that the owners of our yachts expect.” 

The new brand positioning is accompanied by a new advertising campaign that also  celebrates the people behind the yachts. By showcasing Princess team members from the  vast array of skill groups within the build process, it highlights the company’s true point of  difference and underlines the ethos of the brand. A new visual identity echoes the clean,  elegant and harmonious design of a Princess yacht, and includes a selection of distinctive  graphic shapes inspired by details of the iconic Princess crown logo – creating a brand world  drawn from the heart of the brand. 

The brand positioning, visual identity, film and accompanying advertising campaign were  created with custom agency IPG-X. “It’s a joy to work with a company as obsessed with  detail as we are,” says Darren Copland, Global Managing Partner at IPG-X. “Together, we  created a positioning and identity which centre the qualities of Princess Yachts that their  discerning customers value most.” 

The film was produced by Craft Films and directed by Robin Mason. 

Distinction in Detail 

• Leisure Marine
• Maritime, Commercial & Defence
• Featured Videos
• People on the move
• Shows & Events

Industry interview: Princess Yachts’ Will Green talks delays, price strategy and future growth

Wednesday, November 23rd, 2022

Written by: Chantal Haines

Princess Yachts’ executive director sales & marketing, Will Green, reflects on seismic shifts impacting the leisure marine market

No one could have planned for the challenges the pandemic would present to the industry and beyond, and while demand for boats rocketed in the latter part of 2020 in the UK, there is no doubt manufacturers are still dealing with unprecedented market shifts. 

“Our biggest issue is availability,” says Will Green, executive director sales and marketing for UK luxury boatbuilder Princess Yachts . “It’s slowing us down because we’re so far forward sold. By the end of September 2022, our global stock was only two boats – I think that’s a record since 1965 when Princess started.

“If there is a bit of a correction in the markets that will almost be helpful, because it’s so painful when you’ve worked so hard to build a range, build a brand and a dealer network to then have customers that you can’t satisfy.” 

Limited availability of parts has caused delays and backlogs across the industry. “Undoubtedly, we’ve lost customers where other yards have got availability, and we haven’t, which is a frustration. But there’s not a lot we can do about it.

“We got to the point last year where we’re building at a rate of 200 boats a year and selling at a rate of 300 boats a year and you just can’t sustain that.”  Princess Yachts’ executive director sales & marketing, Will Green

As people have returned to more usual patterns of travel, Green says he is starting to see that the covid ‘rush’ has passed. “I think the ‘let’s just get on with it’ mindset remains though. We’re still seeing people making decisions, possibly quicker than they once did.” 

Read more industry insights in Marine Industry News print edition Issue 5 .

Despite the delays and long lead times, customers also currently seem happy enough to wait. “I’ve never known customers to be so understanding – possibly because they’re seeing this same effect in so many other areas of their lives. And perhaps they would rather wait for the boat they really want to own rather than get one quicker that’s not quite right.” 

Boat pricing

In today’s market, where raw material price fluctuations can prove a constant headache, pricing strategies have had to change.

“In 2020 [when covid hit] demand halved pretty much overnight and I was fearful of how we would keep our 3,200 staff busy for April or May – so putting the prices up was the last thing we were thinking about,” says Green. “On reflection, we probably got caught out a bit where we didn’t put the prices up as much as we should have.  

“Six to 12 months ago I was a bit concerned that we were perhaps overcooking our pricing. We were being very aggressive and putting the prices up quite dramatically. In hindsight, thank goodness we did because the cost of raw materials alone has gone through the roof.”

“But it is difficult. Customers want you to commit to a price beyond a period where you can commit to the cost of the materials that are going to build that boat.”

In terms of supply chain and parts, factory lines producing large yachts can absorb delays more easily, as evidenced by superyacht builders being more insulated from supply chain woes. High volume, high quality builders can be more heavily impacted.  

“We see this in our own range. If you take our biggest boat – the 95 – the takt time is much longer than it is on our smallest boat. And the slower the takt, the more time you have to react to shortages. You’ve got a lot more work content in a longer takt so you can keep people busy by giving them different tasks to do. 

“If we don’t have an engine for two or three weeks on a 95 we can cope with that. Whereas on a V40 it would stop our line.”

Or, as we did for a lot of last year, we’d have to put the engines in at the end, which is much more complicated and then requires a certain amount of disassembly to put the engines in so you end up doing the same job twice. We have become expert troubleshooters but it doesn’t do much for efficiency. It’s inevitably affected our volumes.”  Princess Yachts’ executive director sales & marketing, Will Green

Expansion plans

With a large order bank on the books, halting investment in new models could have been tempting but Princess has continued to develop and launch new products. 

“I think we’re benefiting from the fact that the product range is so good. We have put a huge amount of investment into making sure that Princess range is highly competitive.”

Green says that although his factory teams are having to work inefficiently at times, they are the company’s most valuable asset. 

Princess has revealed expansion plans for its sites in Plymouth, UK, which Green says will “futureproof” the business. 

“We’ve got seven factories in five locations in Plymouth. By carrying out this investment, it just frees up the options for us. We’ve got more facilities and can move things around to be more efficient. And potentially we will have the space to build bigger boats again as we once did with the M Class.” 

Princess has stopped producing its M Class range, which included the Princess 30M (launched 2016), 35M (launched 2014) and 40M (launched 2012), but big boats are not being ruled out for the future. 

“When we stopped building the M Class boats, it was down to the maths – with the same people, in the same factory we could generate a higher level of turnover and gross margin with a smaller boat than we could with the M Class. And potentially who knows one day we might be able to do both.” Princess Yachts’ executive director sales & marketing, Will Green

Sustainability plans

As the industry pivots to embrace a more sustainable future, Green is clear on where he views the current potential to be for his sector of the market. “I think we have satisfied ourselves that a purely electrically powered planing GRP cruising boat in our size range is not viable. The technology just doesn’t exist today to do that electrically over any sensible distance.

“Our efforts in sustainability are more structural. For example, we’ve just commissioned a very large biomass boiler at South Yard. We like to joke we are the biggest furniture maker in the UK, and we create a lot of scrap wood so we’re recycling that and turning it into fuel. Similarly, we’re just about to embark on a large solar programme, installing solar panels across the business.

“In terms of the product, while the method of propulsion is fixed, at least for now, our hulls are so much more efficient now than in the past. We have also begun offering the option to run the hotel services on lithium batteries, which is quite appealing to customers for reasons of both environment and comfort. This means once you get to your destination, for example, instead of turning on a diesel-burning generator, you can run silently on electric power.” 

Images courtesy of Princess Yachts Ltd. 

• Princess Yachts' news ,

NMMA Canada seeks new president

Edorado opens funding round for electric powerboat

Comments are closed.

MIN magazine

Dive into MIN’s print edition which is now online for your convenience. More stories, more in-depth features, more product news and more exclusive interviews. Enjoy thoughtful analysis of the marine trade sector from across the world and get onboard with new trends.