Sold: one of the world's best berths
The art of superyacht marketing
Published 24 novembre 2022
Burgess is the world's market-leading full-service superyacht company. Part of that full-service offering - and one of the reasons why we are the market leader - is our in-house marketing agency, a service unique to Burgess. How does it make a difference?
Marketing is both the most, and the least, visible part of the superyacht industry. It is everywhere but when it excels, it is barely noticeable.
By choosing Burgess' marketing, the benefit to you as an owner is our blend of experience. We have decades of professional marketing experience both inside and, importantly for the growth of the business, outside yachting. That means we have an innovative, integrated in-house offering that far exceeds any service you would receive from an external agency without that critical mix of industry-wide experience and a deep full-service yachting knowledge. The fact that it's all in house brings you real cost efficiencies too.
What unique services does Burgess offer that can refresh and reposition your yacht's image in a busy market?
Yacht branding
We work with your team to capture the yacht's essence. We build a story around it and tell that story through bespoke art, directed photography, video and copy that flows across all elements of the yacht: the logo, uniforms, stationery, gifts. Refreshing the yacht's image can re-energise her, giving her sales or charter campaign a new lease of life and raising her profile in the market.
Brochure
Our creative vision captures the identity of a yacht and that proposition carries through the photo shoot and into brochure design. That may be subtle colour signatures, specific styling features, unique artworks or any number of elements that make a particular yacht stand out from the crowd.
Digital services
Using the creative approaches developed early on in the yacht's marketing strategy, bespoke digital assets, from microsites to digital brochures, emails to social media are crafted to promote the yacht with unerring accuracy using data to direct the messaging and metrics to measure engagement. With a global full-service in-house network, we have a wealth of data and it drives everything we do.
PR
Whether it's The New York Times, Robb Report, Bloomberg, the Financial Times or one of a hundred other publications read by a particular sector of the market, our in-house team has the contacts, the media and the stories these publications want and need. This is another way in which a yacht's marketing can be boosted by Burgess in a targeted and controlled way.
Photography, video & 360 tours
While a growing library of 360 virtual tours lets you walk the decks without taking a step, a full lifestyle shoot needs to bring the yacht to life. That's why it's vital to develop a creative brief for the yacht and then direct the shoot on location to make sure it tells the story. The video for the 80m Abeking & Rasmussen EXCELLENCE, shot in 2019, is a fine recent example.
Behind the scenes on a superyacht shootWhy would you go anywhere else?
Burgess has all the in-house marketing expertise you need to market your yacht, whether for sale or charter. With years of experience and a proven record of success across the superyacht board, Burgess is the obvious choice. Choose the market-leading full-service superyacht company for the best possible outcome.
To find out more about Burgess’ yachts for sale and yachts for charter, please contact a Burgess broker. Alternatively, get in touch with one of our offices directly: London, Monaco, New York, Miami, Singapore or all other locations.
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