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Princess Yachts design and build a range of luxury yachts from 40ft to 40meters, sold globally through a network of 50 distributors. To market these yachts to a high net worth audience, Princess required a substantial piece of front-line printed collateral that showcased all 21 yacht models. Able to be read and appreciated by a wide range of nationalities, the brochure was printed in 8 different languages.
Previously Princess Yachts had a very product centric marketing approach. We felt it was important that the brochure reflected the potential lifestyle and not just the yachts. We organised three photoshoots in different locations enabling us to write and design a more editorial approach. These sections were then used to introduce each range of yacht by highlighting the features and advantages of the range. It was an approach that no other production yacht builder had taken and was deliberately designed to engage clients with the brand.
The 180 page brochure was printed to a high specification and featured delicate translucent tip-ins printed with metallic type. This coupled with high quality papers and a soft-touch laminated quarter-bound cover meant that this project resembled more of a coffee table book than a brochure. Delivered to universal acclaim, the distributor network citied it as the best brochure the company had ever produced.