To create a directory of the finest yachts in the world available for charter. When all of the Company’s competitors market similar yachts, we created the Edmiston E100 to create a point of difference and inspire clients which yacht to choose, what to do on board and where to go throughout the year. This large format book comes out every year and part of the challenge is to always improve and surprise clients with the latest E100.
We needed to continue with our concept of the E100 – which is the definitive list of the 100 finest yachts to charter in the world. Forming the basis of our creative process we then researched and established which yachts would make up the E100. We included destination imagery and information from independent travel journalists in the directory to differentiate it from merely a listings book. The book was packaged and produced to the highest standard. The quality of the yacht imagery and dramatic pictures used define the Edmiston brand.
We created a marketing concept that can stand-alone and be continually updated throughout the year, a constantly evolving list of 100 of the finest yachts to charter. This luxury 200 page high-end book was distributed to over 5,000 consumers in the ultra high net worth market. It is a beautiful book that receives constant positive feedback and has directly led to charter bookings for this summer.