Advantages was tasked with elevating yacht maintenance from ordinary to extraordinary. Through the 3Keys Discovery, Advantages identified a new brand narrative for Starboard Yacht. A vision for yacht owners with a data-driven, luxury view of yacht maintenance, where owning a yacht and maintaining a yacht share the same emotional associations of enjoyment and exploration. We then created a user experience and customer journey to make learning about yacht upgrades and maintenance as enjoyable as ownership through aspirational and analytical cues.Connect with Us
The project consisted of thoughtful integration across brand strategy and full-funnel digital activation including: brand positioning, website launch, search intent marketing, brand manifesto and direct e-mail. “Experience Extraordinary” explores the horizons of yacht ownership from basic maintenance to full-scale upgrades. The interactive user experience (UX) and improved user interface (UI) differentiated Starboard from its competitors and won kudos from the 2021 Communicator awards.