NEPTUNE AWARDS: INTEGRATED MARKETING CAMPAIGN Hatteras Yachts Launch of the M90 Panacera
The launch of the new M90 Panacera and series lineup would mark a turning point for the Hatteras brand. And with it, a new vision for the future of the fleet as the ultimate confluence of legendary quality, bold innovation, expansive interiors and peerless performance. Culminating with the World Premiere Event at the Fort Lauderdale Boat Show in November, an integrated months-long lead-up campaign would drive interest in the unveil and serve notice to the industry that the Hatteras M90 launch was the story to watch in 2017. A wide range of digital, print, social and experiential tactics were deployed for prospects and media in an effort to maximize the launch and generate a wave of immediate sales at the Premiere Event. And that s exactly what it did.
Email Printed Save the Date THE HATTERAS CLUB EXPERIENCE Prior to the official unveiling at YOUR EXCLUSIVE INVITATION the Fort Lauderdale International Boat Show, a select group of VIP prospects were invited to Hatteras World Headquarters for an exclusive preview event. The lead-nurture strategy began with a Save the Date email and printed piece, which introduced the event concept as a Hatteras Club Experience. PLEASE JOIN US for a premiere Hatteras event in historic New Bern, North Carolina, featuring sea trials, dining, entertainment and the private unveiling of the new Hatteras 90 Motor Yacht. Additional models available on display: 60MY, 70MY, GT70, 45EX and new 45EX with bridge. HATTERAS WORLD HQ NEW BERN, NORTH CAROLINA FRIDAY & SATURDAY SEPTEMBER 15 16, 2 017 Formal invitation to follow A life without limits awaits
Invitation The official invitation to the Hatteras Club Experience offered this tightly-vetted roster of prospects and media their first glimpse of the event concept. It included information on the new vessel, schedule of events, lodging details and key elements of the new Hatteras Club branding, such as the embossed crest on the cover of the leather-wrapped, grommet-bound invitation.
RSVP Mailer Like the new 90-foot yacht it celebrated, this box mailer was designed to wow with a unique balance of elegance and innovation. Luxe printing and construction on this sales kit revealed multiple layers of premium touchpoints, including embossed Hatteras Club leather passport and pen case. The primary brochure featured an integrated LCD screen with pre-loaded videos and user controls.
*Abbreviated storyboard RSVP Mailer Video Teaser The video embedded within the RSVP mailer was designed to bring the Hatteras Club experience to life by showcasing different aspects of the event itinerary, lush footage of Hatteras Yachts and the lifestyle they make possible.
Microsite All campaign touch points included a strong call-to-action to learn more and RSVP for the event via unique microsite. As with the printed pieces, the Hatteras Club language and branding were designed to position the event as something not simply exclusive, but somewhat fraternal. This was a club you wanted to be a part of.
ENCLOSED FLYBRIDGE ARRANGEMENT SPECIFICATIONS FUEL CAPACITY TWIN CAT C-32A DIESEL ENGINES OPEN FLYBRIDGE ARRANGEMENT MAIN DECK STANDARD ARRANGEMENT THE M75 PANACERA IS ALSO AVAILABLE WITH AN OPEN FLYBRIDGE. LOWER DECK ARRANGEMENT LOWER DECK ARRANGEMENT WITH OPTIONAL CREW QUARTERS HCY2000_MotorYachtPOSTERS-9_1.indd 1 FLYBRIDGE STANDARD ARRANGEMENT FUEL CAPACITY TWIN CAT C-32A DIESEL ENGINES 9/1/17 7:53 AM MAIN DECK ARRANGEMENT MAIN DECK WITH OPTIONAL FOLD- DOWN BALCONY THE M90 PANACERA IS ALSO AVAILABLE WITH AN ENCLOSED FLYBRIDGE. LOWER DECK ARRANGEMENT Event Signage On-site signage and collateral tied seamlessly with the printed and digital campaign lead-nurture materials. Architectural elements, banners, guest itineraries... even custom umbrellas for the outdoor dining experiences all presented a unified, polished experience reflective of the brand and the new products being unveiled. THE EVOLUTION OF BOLD DESIGN & SOPHISTICATION. VISION THAT INSPIRES THE IMAGINATION. SPECIFICATIONS LENGTH OVERALL 74'6" 22.71 m BEAM 21'0" 6.40 m DRAFT 5'3" 1.60 m 2,200gal. 8,328 ltr. 1,600 BHP 1,622MHP ADDITIONAL SPECIFICATIONS Freshwater Capacity 300 gal. 1,135 ltr. Holding Capacity 250 gal. 946 ltr. Diesel Generators (2) 29 kw Weight Displacement 155,000 lbs. 70,306 kilos Waterline Length 63'3" 19.28 m ENGINE OPTIONS Twin CAT C-32A Diesel Engines 1,800 BHP 1,825 MHP Twin CAT C-32A Diesel Engines 1,900 BHP 1,926 MHP Twin MTU 12V-2000 1,800 BHP 1,825 MHP Diesel Engines LENGTH OVERALL 91'9" 27.95 m BEAM 22'6" 6.86 m DRAFT 6'2" 1.88 m 3,285 gal. 12,435 1,600 BHP 1,622 MHP ltr. ADDITIONAL SPECIFICATIONS Freshwater Capacity 820 gal. 3,104 ltr. Holding Capacity 420 gal. 1,590 ltr. Diesel Generators (2) 40 kw Weight Displacement 230,000 lbs 104,326 kilos Waterline Length 76'8" 23.38 m ENGINE OPTIONS Twin CAT C-32A Diesel Engines 1,800 BHP 1,825 MHP Twin CAT C-32A Diesel Engines 1,900 BHP 1,926 MHP Twin MTU 12V-2000 1,920 BHP 1,947 MHP Diesel Engines ARRANGEMENTS ARRANGEMENTS LIFE WITHOUT LIMITS LIFE WITHOUT LIMITS
A Hatteras Club Experience Ultimately, the most important aspect of the event was the guest experience. The weekend itinerary combined private sea trials with true VIP opportunities, including factory tours and specially-designed menu and appearance by celebrity chef, Vivian Howard.
Crafted in Carolina Grand Spectacle The unveil of the new M90 Panacera was met with great fanfare. The stylish event included a VIP reception featuring local food, wine and live music and the boat was brought into harbor for the first glimpse amidst fireworks and applause.
Motor Yacht Brochure The new full-line motor yacht brochure was designed as more of a coffee table look-book, rather than a piece of marketing collateral. Each spread was designed to evoke an emotional response and pay-off the brand promise of a life without limits. Clean, open layouts were reflective of the experience aboard the new Panacera series lineup. Original yacht photography from the Bahamas and Florida Keys was complemented with new Panacera imagery captured off the North Carolina coast. The brochures, which featured the new M90, M75 and M60 Panacera lineups, were distributed for the first time at the Fort Lauderdale International Boat Show.
Print Ad Two-page spread within an endemic publicaton introduced the world to the new M90 Panacera. Original photography, shot off the coast of North Carolina, focused on capturing the crisp, modern, open interiors and the expansive panoramic views. The ad included an invitation to be a part of the World Premiere of the new M90 at the 2017 Fort Lauderdale International Boat Show.
Banner Ads Targeted digital banner ads made big news of the M90 launch and included a direct invitation to RSVP for a tour. Ads were linked to a custom landing page featuring a deeper look at the Panacera lineup and the ability to schedule a tour at the Fort Lauderdale International Boat Show.
Social Ads + Retargeting A flexible toolkit of visual assets was developed for deployment across a range of tactics, including social posts, search and retargeting ads. The open, crisp style with strong horizontal elements were all consistent with the broader integrated campaign.
RSVP Site The focal point of the entire M90 Panacera launch was the World Premiere event at the 2017 Fort Lauderdale International Boat Show. All touch-points leading up to the event, including social, digital, email and print, drove prospects to a custom RSVP site where they could dive deeper into the new Panacera line, be enticed to attend the premiere and even schedule a tour of one of several Hatteras yachts appearing at the show.
E-Blasts As part of the effort to drive awareness in and attendance at the World Premiere Event at the Fort Lauderdale International Boat Show, a series of lead-nurture emails drove key prospects to the event landing page where RSVPs could be captured. Based on audience profile, variable data was adjusted to highlight additional elements of the model of interest of the consumer.
World Premiere at the Fort Lauderdale International Boat Show The M90 Panacera launch campaign culminated with the World Premiere event at the 2017 Fort Lauderdale International Boat Show. The event included a special VIP reception for prospects and select members of the press. A range of large-format graphics were developed to elevate the experience on-site, creating a consistent tie to the broader campaign supporting the M90 launch.
Final Results The launch of the M90 Panacera was an unequivocal success. It built on the momentum created at the Hatteras Club Event in September 60% of FLIBS sales are a direct result of that event and contributed to Hatteras having their most successful show in a decade. Hatteras display traffic at FLIBS was up by 15%, a record number of tours were scheduled and the final purchase total was up over 34% from 2016. SOURCES: https://www.yachtingmagazine.com/hatteras-yachts-reports-record-sales-at-flibs https://www.denisonyachtsales.com/2017/11/record-flibs-sales-contribute-to-hatteras-yachts-ongoing-success/