Crafted with distinction
Princess Yachts has introduced new brand positioning, highlighting the firm’s focus on craftsmanship and attention to quality as it approaches its 60th anniversary.
12 September 2024
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Princess Yachts, the UK’s largest luxury yacht manufacturer, has introduced a new brand positioning summed up in the new brand tagline Distinction in Detail.
Princess says this positioning is intended to reflect the company’s focus on craftsmanship and attention to detail.
Approximately 80 percent of the components for each Princess yacht are manufactured in-house at the firm’s Plymouth facilities, enabling control over production quality.
Princess was founded in 1965 in Plymouth, on England’s south coast, and the company continues its operations from this location. Princess Yachts employs around 3,000 people across several shipyards.
As Princess Yachts approaches its 60th anniversary, the firm says its new Distinction in Detail positioning expresses its ongoing commitment to maintaining high standards.
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At a press event at the Cannes Yachting Festival, Princess Yachts launched a film highlighting the range of skills involved in building their yachts.
The film shows Princess employees from a wide range of specialities at work, from designers, composite specialists, laminators and wiring loomers to metalworkers, carpenters and assemblers, as well as the people who test the finished yachts at sea as part of the inspection process.
“It’s our people who make our yachts so special,” says Simon Clare, Executive Director Brand and Marketing. “So, it made complete sense to put them and the incredible work they do, at the heart of our new campaign.
“Distinction in Detail reminds us that it takes exceptional skill, dedication and care to achieve the exacting standards we insist on at Princess, and the quality and attention to detail that the owners of our yachts expect.”
The new brand positioning is supported by an advertising campaign that highlights the various skill groups involved in yacht production. This campaign aims to reflect the company’s unique capabilities. Additionally, a new visual identity has been introduced, drawing inspiration from the Princess crown logo to reflect the design elements of their yachts.
The brand positioning, visual identity, and campaign were developed in collaboration with the agency IPG-X. Darren Copland, Global Managing Partner at IPG-X says: “It’s a joy to work with a company as obsessed with detail as we are.
“Together, we created a positioning and identity that centres on the qualities of Princess Yachts that their discerning customers value most.”
The film was produced by Craft Films and directed by Robin Mason.
Princess Yachts produces a range of yachts including the F and Y flybridge motor yachts, V Class sports yachts, S Class sportbridge yachts, X ‘Superfly’ yachts, and R Class performance sports yachts. In March 2023, US-based private equity firm KPS Capital Partners acquired a controlling interest in the company.
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