3 October 2024
Princess Yachts, the UK’s largest luxury yacht manufacturer, has revealed a new brand positioning, summed up in the new brand line: ‘Distinction in Detail’.
The new positioning is designed to highlight the British boatbuilder’s dedication to meticulous craftsmanship and attention to detail, with the ultimate aim of creating outstanding yachts and unforgettable experiences for their customers. To ensure exceptional levels of quality, 80% of the components of every Princess yacht are manufactured on-site in their Plymouth yards, allowing for complete control of the finest details. So, this new positioning is more than a strapline, it’s a reaffirmation of the true essence of the brand.
Princess Yachts was founded in in 1965 in Plymouth, on the edge of the English Channel, where the company still has its home. Today, a highly skilled team of around 3000 people work across multiple shipyards to produce some of the world’s finest yachts. As they approach their 60th anniversary, ‘Distinction in Detail’ also reflects their determination to continue exceeding their own exacting standards for the next 60 years.
Unveiled at the Cannes Yachting Festival, the new positioning was revealed in a film that celebrates the skilled and varied work that goes into creating every Princess yacht. 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 the people who test the finished yachts at sea as part of the meticulous inspection process.
“It’s our people who make our yachts so special,” says Simon Clare, Executive Director Brand & 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 accompanied by a new advertising campaign that also celebrates the people behind the yachts. By showcasing Princess team members from the vast array of skill groups within the build process, it highlights the company’s true point of difference and underlines the ethos of the brand. A new visual identity echoes the clean, elegant and harmonious design of a Princess yacht, and includes a selection of distinctive graphic shapes inspired by details of the iconic Princess crown logo – creating a brand world drawn from the heart of the brand.
The brand positioning, visual identity, film and accompanying advertising campaign were created with custom agency IPG-X. “It’s a joy to work with a company as obsessed with detail as we are,” says Darren Copland, Global Managing Partner at IPG-X. “Together, we created a positioning and identity which centre the qualities of Princess Yachts that their discerning customers value most.”
The film was produced by Craft Films and directed by Robin Mason.