A BEAUTIFUL OBSESSION

the brief


Reinforce and evolve Princess Yachts’ global reputation as a brand of distinction and one of the industry's finest exponents of contemporary yacht design.

the solution


Streamline Princess Yachts’ positioning and marketing through the creation of a bold new strapline, making the brand more relevant on a global scale, while reflecting their unrivalled quality and finesse.

the results


The new strapline was received exceptionally well with the press and in both internal and external research.

The Brief

Marketing Matters knows all about luxury marine brands - so Princess asked us to reinforce and evolve their global reputation as a brand of distinction and one of the industry's finest exponents of contemporary yacht design and engineering.

The Solution

Princess needed a bold statement, and to claim the high ground in a market awash with hype and overclaim. We needed to streamline Princess Yachts’ positioning and marketing through the creation of a bold new strapline, making the brand more relevant on a global scale, while reflecting their unrivalled quality and finesse.

The Results

The new strapline - A BEAUTIFUL OBSESSION - was received exceptionally well in the all-important yachting press and in both internal and external research.

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