Launching a new legend. / November 21, 2017
When you set out to launch a new 90-foot luxury yacht, you don’t just create a campaign; you deliver an experience. That was the basic thinking that led Adventure to develop an ambitious integrated launch plan for our client, Hatteras Yachts, to introduce the world to the new M90 Panacera.
This breakthrough vessel marked a new vision for the iconic brand – the first luxury motor yacht bearing the Panacera name – with an emphasis on crisp, light-filled interiors, a melding of interior and open-air spaces, and a showcase of global design influences.
To reach the highly-targeted audience, Adventure developed a “Hatteras Club” identity, which extended across a range of tactics and culminated with exclusive launch events in North Carolina and the Fort Lauderdale International Boat Show.
This endeavor is just the latest in a series of work for Hatteras that has led to their highest number of retail sales in 8 years, and the largest increase in backlog / bookings revenue in over a decade. Catch a glimpse of the “experience” below.