Pubblimarket2 behind the strategy and creativity for launch of Impression Yachts
The Elan Group, one of the leading producers of sports and leisure equipment, after productive work together for the Elan Skis and Elan Yachts brands, has assigned Pubblimarket2, agency specialising in strategic communications and marketing, the launch of the new Impression Yachts brand on the global market.
Introduced to meet the needs of its clients who prefer boats with high performances yet tailored for nautical tourism, the new brand encapsulates all the typical constructional strengths of the Elan Group: top-level innovation, high technology, resistance, reliability and comfort.
“Supporting the global launch of the new Impression Yachts brand was a highly gratifying assignment for us”, said Francesco Sacco, president of Pubblimarket2, who went on to say “we now have the opportunity of working with two separate brands targeting two different customer types and our aim will be to bring into play our signature in-depth know-how and international vocation to target consumers all over the world with great precision, emphasising the pluses of the builder for all product types”.
The goal of the launch strategy developed by Pubblimarket2 is that of highlighting the features and mission of the new brand. The creativity, structured in a single format for all 4 “Impression” models, with the exception of the personalisations of the relevant photos and body copy, immediately brings to the forefront the strengths of the product, clearly identifying the relevant target. The “What’s Your Impression?” header, as well as creating a direct link to the brand, has set out to invite potential customers to choose the model which best suits their needs from among all those on offer from the range.
As well as the launch campaign Pubblimarket2 also handled production of the new catalogues and materials for supporting sales and assisted the Elan Group in outfitting for trade shows where the new brand was presented, including the Genoa International Boat Show and the Biograd Boat Show in old Zara.