FERRETTI 800 by Ferretti Group
We designed, developed and implemented a media relations campaign to launch Ferretti Yachts 800. Ferretti Yachts is the historical brand of Ferretti Group established in 1968, one of the world leaders in the design, construction and sale of motor yachts with unique portfolio of some of the most exclusive, prestigious brands in the nautical world.
The goal of the campaign was to position Ferretti Yachts as the gold standard of the new way of living luxury in the motor yachts sector. The challenge of the campaign was to communicate Ferretti Yachts’ capability in innovation of materials, design and the emotional impact of experiencing the product. The launch of Ferretti 800 was of strategic importance for Ferretti Yachts and the entire Group.
The program of activities privileged a business oriented approach with the set of clear measurable communication objectives. Ferretti Yachts asked our agency for a media relations campaign and to demonstrate success by producing at least €2 million in advertising equivalent. We generated press coverage whose advertising equivalent was over €4 million, more than double the goal set by Ferretti Yachts. Ferretti Yachts emerges as best interpreter of Made in Italy and culture of the sea.
The economic downturn of recent years had important impacts on the yachts luxury industry. From one hand, the financial crisis had caused a downsize of the market, from the other the idea of luxury has changed by embracing more value for money than before. In this context, Ferretti Yachts was ready to approach the market with strengthened financial and industrial assets. The launch of Ferretti 800 was to express the new vision of the luxury in the motor yachts industry.
The goal of the campaign was to position Ferretti Yachts as the gold standard of a new way of living luxury in the motor yachts sector. The challenge of the campaign was to communicate Ferretti Yachts’ capability in innovation of materials, design and the emotional impact of experiencing the product.
The target of the campaign was trade media, general and lifestyle press. Ferretti Yachts asked us to generate at least 2 million euros in advertising equivalent, and to introduce Ferretti Yachts to a new wave of media relations including lifestyle, architecture, design, and interior decoration.
The strategic foundation of the media relations activities was based on the following key message: FERRETTI YACHTS QUALITY OF LIFE. Media relations effort went beyond product technical features to promote the new core values of Ferretti Yachts which featured a totally different and more contemporary way of living the experience of sailing in motor yachts. The quality of the product is the quality of life customers can enjoy on Ferretti Yachts.
The plan of action started in March 2010 and ended in December 2010. The program included:
1. Ferretti Yachts campaign kickoff event. We exploited an exclusive event at Ferretti Yachts headquarters in Cattolica. More than 60 journalists attended the event and made a short cruise on the boat. The event was the opportunity to introduce Ferretti 800 and to educate the journalists about the new culture of luxury yachts.
2. Press cultivation created a distinctive position about the product, its values and emotional appeal.
The targets were:
a) National and international nautical publications to support the commercial action of Ferretti Yachts dealers.
b) Lifestyle and design media to promote Ferretti 800 in front of influencers, trends setters, affluent, opinion leaders and stylists.
3. Boat shows of Cannes and Genoa, which provided the perfect occasion to display new models and explain the new approach on how to live on luxury motor yachts.