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Marketing might

Among a field of 47 global dealers, Princess Yachts Australia has won the 2021 Marketing Innovation Award for its online series, The Voyage.

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The Gold Coast-based distributor was also runner up in the Dealer Development category.

In presenting the top Award, Princess Yachts Marketing Director Kiran Haslam congratulated Dealer Principal Greg Haines on the creative approach to conveying the brand values. He said, “The experience series, The Voyage is a worthy winner. Well done; well deserved.”

The monthly instalments of The Voyage on YouTube and Facebook aim to bring to life the myriad benefits of boating as epitomised by the Princess brand.

Hosted by Channel Ten Brisbane news anchor Georgie Lewis, each episode covers current Princess models, destinations, onboard entertaining, luxury accessories, motoring, tenders and family fun, as well as service and maintenance tips from Princess Yachts Australia Sales Manager Scott Davis.

“Owners have told us they love it,” states Greg Haines. “They love seeing the various facets of the brand and their own experiences in living colour.

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“Non-owners are just as enthusiastic, and they tell us in their feedback that they wish they’d bought a Princess!”

According to Greg, the award tops off a great year so far in the wake of a successful 2021 Sanctuary Cove International Boat Show. “It’s great recognition for our efforts,” he says.

“We’ve only been going for two years and we’ve made great inroads into the local market. From here, we can only go onward and upward. We’re determined to keep on innovating!”

Off the back of what Greg describes as “the best Sanctuary Cove International Boat Show ever”, Princess is riding the crest of a wave.

“We had a brilliant boat show with lots of positive feedback, sales and strong leads. I’ve been to 32 Sanctuary Cove Boat Shows and this was the best one to date. The attendance, the quality of visitors, the ambience, sunshine, great interest in boats.

“People who would usually travel overseas at this time of year are instead enjoying boating with their family and friends.”

Next on the agenda for Princess Yachts Australia is their 2021 Hayman Island Rendezvous, scheduled for 29 September to 1 October.

“There are already 13 boats confirmed,” says Greg. “That’s 40 people so far. The invitation-only went out last week so we expect that number to double. We’ve extended the event to four days with one lay-day for people to relax and explore the Whitsundays.

“The highlight will be the Whitehaven Long Lunch, which was absolutely the standout experience last year, along with enjoying the five-star facilities of InterContinental Hayman Island.”

 

princessyachts.com.au
The Voyage

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