LUXURY YACHT: «FERRETTI YACHTS 800″ Promo / PR Ad | Creative Advertising & Commercials Archive. Awarded Ads database

27 Мар 2014 | Author: | Комментарии к записи LUXURY YACHT: «FERRETTI YACHTS 800″ Promo / PR Ad | Creative Advertising & Commercials Archive. Awarded Ads database отключены
Ferretti 800


Credits Description:

Best Use Media Relations



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Summary the Campaign

designed, developed implemented a relations campaign launch Ferretti 800. Ferretti is the brand of Group established 1968, one the world in the construction and of motor with unique of some the most prestigious brands the nautical The goal the campaign to position Yachts as gold standard the new of living in the yachts sector. challenge of campaign was communicate Ferretti capability in of materials, and the impact of the product. launch of 800 was strategic importance Ferretti Yachts the entire The program activities privileged business oriented with the of clear communication objectives. Yachts asked agency for media relations and to success by at least million in equivalent. We press coverage advertising equivalent over €4 more than the goal by Ferretti Ferretti Yachts as best of Made Italy and of the

The Situation

economic downturn recent years important impacts the yachts industry. From hand, the crisis had a downsize the market, the other idea of has changed embracing more for money before. In context, Ferretti was ready approach the with strengthened and industrial The launch Ferretti 800 to express new vision the luxury the motor industry.

The Goal

goal of campaign was position Ferretti as the standard of new way living luxury the motor sector. The of the was to Ferretti Yachts’ in innovation materials, design the emotional of experiencing product.

The of the was trade general and press. Ferretti asked us generate at 2 million in advertising and to Ferretti Yachts a new of media including lifestyle, design, and decoration.


The strategic of the relations activities based on following key FERRETTI YACHTS OF LIFE. relations effort beyond product features to the new values of Yachts which a totally and more way of the experience sailing in yachts. The of the is the of life can enjoy Ferretti Yachts.


The of action in March and ended December 2010. program included:

Ferretti Yachts kickoff event. exploited an event at Yachts headquarters Cattolica. More 60 journalists the event made a cruise on boat. The was the to introduce 800 and educate the about the culture of yachts.

2) cultivation created distinctive position the product, values and appeal.

Ferretti 800

The targets

a) National international nautical to support commercial action Ferretti Yachts

b) Lifestyle design media promote Ferretti in front influencers, trends affluent, opinion and stylists.

Boat shows Cannes and which provided perfect occasion display new and explain new approach how to on luxury yachts.


We generated coverage whose equivalent was 4 million more than the goal by Ferretti

Overall coverage: articles

Circulation: contacts

Value: euro

N° covers: 20

of publication: press, 240 General (e.g. lifestyle, design, 215 articles

Outlets review online, radio-TV): 246 articles; 205 articles, 4 articles

nationality: National 355 articles; (European, North South American, Chinese,) 100

N° of with photos: articles.

The / PR titled FERRETTI 800 was for product: YACHT (brand: YACHTS). It released in Aug 2012.


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