Fairline
Harness a challenger brand’s DNA to help position it as an industry-leader
The Challenge
Continue to deliver fresh, original and highly targeted events, experiences and collaborations for this long-standing client.
Solution
Over the last eight years, we have played a key role in Fairline’s live marketing strategy, helping this globally renowned luxury yacht builder drive awareness and customer engagement and increase sales. Although well established, the company is still viewed by some as a challenger; working with them to secure their rightful place in the market has been a focus of our activity. We have assisted the team at key boat shows, including London, Miami, Cannes, Düsseldorf and Southampton, helping to deliver premium customer experiences and to differentiate Fairline from the competition. This activity has also extended to customer journey and lounge design at the company’s boatyard. Focussing on the themes of heritage, design, seamanship and technology, we have empowered the sales team with the tools they need to position Fairline as a major player in the market. This positioning has also been facilitated via ongoing partnerships with other British hero brands that share similar pillars.
Results
Fairline is now regarded as one of the “Big Three” British boat builders alongside Sunseeker and Princess.