Goodbye ad land...

When it came to defining who we are and what we offer, calling ourselves an ‘advertising agency’ felt a little distorted. Of course, we've all worked in advertising agencies before, and we know what they can do. However, it is what they don't do which has formed our collective opinion over whether or not we should label ourselves an ‘advertising agency’.

Given everything we've learned and all the skills we've acquired along the way, we are able to provide our clients so much more than mere a TV spot, or billboard. In fact, we have learned to capture the spirit of our times, diving head first into a world that is infinitely more fluid, complex and enlightened than the romanticised playground inhabited by the Don Drapers of yesteryear.

But that doesn’t solve our initial quandary. What we call ourselves?

A ‘marketing agency’ felt too wide. A ‘creative agency’ felt too narrow.

And a ‘digital agency’ felt like we had been asleep for the past 10 years.

In the end we tabled something along the lines of ‘We are a brave and honest bunch who are bloody good at making brands, products, services, people and ideas desirable, and worth talking about especially in a playground where the old rules no longer hold sway’. It’s a bit of mouthful, so if you want to call us an ad agency, knock yourself out.

Either way...

...Welcome to The Other Kingdom

Brand Designs: Restoring a British Icon

Fairline Yachts | Brand Development

Fairline logo

The 2nd of December 2015 was a undoubtedly a dark, dark day for Fairline Boats... for it was the day it went into administration. Many different factors had conspired against the iconic British boat builder, and all seemed lost. That is until new investment and an unbreakable determination brought it back from the brink a mere two months later.

And this is where The Other Kingdom entered the world of luxury yachts - called upon to restore the glory days of a much-loved British brand.

The aim was not to 'reinvent the wheel', but rather, consolidate and distill what was already there

Fairline dagger

Every.

Perfect.

Detail.

Inspired by a 50-year old brand that embodied genuine British craftsmanship and ingenuity, we reimagined a quietly confident brand positioning to accompany the new company name.

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Fairline since 1967 logo
Fairline yachts logo
Fairline Menorca logo

Once we had absorbed, thought about and appreciated the kind of values and principles that drives a company like Fairline, we set about creating new brand guidelines, including a brand bible.

Fairline bible
Fairline bible
Fairline bible
Fairline bible
Fairline bible
Fairline bible
Fairline bible
Fairline bible
Fairline bible
Fairline bible
Fairline bible

This in turn, gave us the opportunity to unify all our plans for the newly restored brand (including future campaigns and content) under a single-minded, well-defined way of thinking. We like to call this the "voice of Fairline", and it is made out of three parts:


Copy tone

A copy tone of voice with an unmistakable personality



Art direction

Art direction that captured fairline’s enduring values



Design style

A design style which echoes the brand’s luxury aesthetics


Crucially the effect of our work soon became apparent.

Originally, the sales target for 2016 was set at 37 new yachts. By the end of the year, Fairline sold 87!

100%
37

Boats

Sales target

For us, this has been a remarkable brand story, and we're so proud to be part of it. So much so, we even produced a short film as an ode to the boat builder from Oundle who can teach us all a lesson or two about the importance of craftsmanship, perseverance and ingenuity.

A Truly Golden Opportunity

Not only had it been nearly a year since the rebirth of the Fairline Yachts brand, but 2017 was also the luxury boatbuilder's 50th anniversary. We saw this as an incredible opportunity to celebrate a unique company which had been shaped the by some extraordinary events... good and bad. To this end, we proposed a theme to underpin our creative thinking for the year:

A year of golden moments

Kicking off such a significant milestone in Fairline’s history, we also wrote, designed and published a limited edition coffee table book marking all the Golden Moments over the last 50 years.

The print run was limited, with only 2,500 books eventually printed.

Golden Moments logoGolden Moments limited edition

COLLECTABLE – We even gave each book its own unique number.

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One of the key design elements of the book included a timeline, which ran through the book threading together all the significant moments over the years.

Golden Moments spread 1
Golden Moments spread 1
Golden Moments spread 1
Golden Moments spread 1
Golden Moments spread 1
Golden Moments spread 1
2017 and beyond

But the first book, was only one half of a planned two-part series. If the 'first half' celebrated Fairline's past, then the other half, or second book, would be dedicated to the present and the future of Fairline i.e. the Golden Moments that were yet to come. This included anecdotes and pictures of various special events that were to take place during the Anniversary year.

Not every white yacht is just a white yacht

Fairline Yachts | Product marketing

Currently there are two ranges of yachts:

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For each of these two ranges there are several variants, categorised by size and unique features. Importantly, each model attracts a very specific customer with specific needs and attributes.

Based on this insight, our strategy was to define a very specific 'positioning' for each model.

Squadron

Beauty. Sumptious. Space. Pleasure.

Squadron 48

Squadron 48

Space / Beauty / Pleasure

“Enjoy More, Do More”

With the flexibility of multiple layout options and the capability to do more with ease (IPS) that exceed expectations for a boat of this size

Squadron 53

Squadron 53

Space / Beauty / Pleasure

“Every Detail Considered”

Every detail from the Alberto Mancini aesthetics to the range of multiple layouts has been meticulously considered and crafted in the first of a new era of Fairline yachts

Squadron 53

Squadron 65

Space / Beauty / Pleasure

“Built to Impress”

A boat built that is as Impressive on the inside in it’s luxury and quality as it is sat on the water cruising or moored

Squadron 53

Squadron 78

Space / Beauty / Pleasure

“Refined Enjoyment, Your Way”

A boat that is built to be as impressive as it is accommodating. The largest Fairline with a fully customisable interior

Targa

Performance. Style. Adventure. Fun.

Targa 38 Open

Targa 38 Open

Athletic / Style / Fun

“The Joy of Freedom”

Entry level, yet the latest most agile Fairline

Targa 43

Targa 43

Athletic / Style / Fun

“The Style of Fun”

Enjoy the freedom to create beautiful unforgettable moments, in true Mediterranean style

Targa 48 Open

Targa 48 Open

Athletic / Style / Fun

“Adventure to New Horizons”

Enjoy more destinations with the ease (IPS) of a Targa, and the thrill of an open top boat

Targa 53 Open

Targa 53 Open

Athletic / Style / Fun

“Performance is Nothing Without Style”

Enjoy the thrill of an open boat in the luxury you are accustomed to

Targa 63 GTO

Targa 63 GTO

Athletic / Style / Fun

“Sharing Great Experiences Should Look Like This”

Styled by AM yacht design, with the athleticism of a Fairline Targa

Targa 48 GT

Targa 48 GT

Athletic / Style / Fun

“The Joy of Freedom”

Entry level, yet the latest most agile Fairline

Targa 53 GT

Targa 53 GT

Athletic / Style / Fun

“The Style of Fun”

Enjoy the freedom to create beautiful unforgettable moments, in true Mediterranean style

This individual positioning not only helped us tailor specific marketing messages for each model of Fairline, but also gave the dealer network an extra edge on the sales front.

In fact, by giving them the tools to identify who their customers truly were and what they wanted from a luxury yacht increased the sales potential of trade up pathways for returning customers.

Targa 63 GTO teaser advert

Targa 63 GTO | Launch Campaign

All is Beautifully Revealed

Following Fairline's extraordinary relaunch, the idea of insolvency was but a mere memory. This was especially true when the news broke that one of the yachting industry's most exciting superyacht designers, Alberto Mancini, had agreed to design the first Fairline model under the new company banner (it later became known as the Targa 63 GTO).

At the time, the sense of anticipation and excitement was palpable. Mancini's involvement was still a rumour. So it made sense to launch our first ever ad campaign for Fairline with a teaser... one which would pique the public’s curiosity, and also signal the return of a much-loved British brand.

Kicking-off with a cryptic teaser.

Several weeks later, the teaser was followed up with a full reveal, based on Mancini's original sketch of the gorgeous Targa 63 GTO.

Targa 63 GTOreveal advert

And all is revealed

(interestingly, 11 Targa 63 GTOs were sold off the back of this ad and in the space of 5 days at the Cannes Yachting Festival 2016).

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We didn't stop there, we've even created a special ad for a motoring magazine.

Targa 63 GTO off road advert

Targa 43 OPEN | Launch Campaign

Rekindling a Mediterranean Love Affair

This is the second time Fairline has produced a Targa 43 Open. The first one was extremely popular in the 90s, especially in the Mediterranean. Eventually, it became synonymous with the glamour of the "Riviera lifestyle".

Our challenge was to imbue the new and updated Targa 43 Open with that same Mediterranean magic, whilst appealing to a larger, more global clientele.

Welcome to the Golden Era of Italian Design.

Rimini
A woman on a yacht A woman on a yacht
The Targa 43 Reborn advert

We decided that our campaign idea should appeal to a type of nostalgia the audience would quickly recognise and appreciate (of course, the fact that the new Targa 43 Open was designed by Italian superyacht designer Alberto Mancini was also a huge influence).

A retro romance.

Central to our campaign idea, was a stylised art direction reminiscent of a previous golden era.

Squadron 65 | Mid-Cycle Product Campaign

This is Luxury Uninterrupted

The type of buyer who is interested in a Squadron 65 is an uncompromising sort. For him or her, there is no room on unnecessary irritations whilst on a luxury getaway... think overcrowded beaches, overbooked hotels etc.

Happily, not only is the Squadron 65 large enough to feel like a 'floating villa', but it also enjoyed some significant design changes during its mid-cycle product refresh that the target audience would find to be very compelling. Notably, these changes included a new foredeck lounge with uninterrupted views across the bow (usually the preserve of superyachts, and inspired by VIP beach cabanas).

It was this new foredeck lounge, which inspired us to create the central campaign concept:

Uninterrupted Pleasures.

Pleasurably Panoramic - Each execution of this print ad campaign used panoramic-style photography to drive home the point of a unique uninterrupted experience.

The Brochure is Dead. Long Live the Brochure.

In the yachting world, the printed brochure is a mainstay for sales teams and events. However, given that Fairline had its eyes set firmly on the future, with a very strong desire to innovate, it was only fitting to rethink the way these brochures were produced.

Enter one of the yachting industry's first ever interactive tablet-based brochures.

Not only could sales teams use these new tablet-based "eBrochures" to complement their sales strategy, but potential customers could also download them and browse them at their own leisure.

On a more practical level, it was also a more cost-effective proposition... especially for a brand which had just relaunched itself. Changes to the brochures could be easily implemented without incurring additional re-printing costs.


Art direction

In fact we "re-printed" 11 eBrochures no less than 8 times in 10 months (you do the maths).


We even designed and commissioned a custom-made USB stick, to be pre-loaded with eBrochures for boats shows, special events and dealers.

To date, 2000 copies of the various eBrochures have been downloaded.

10,000

USB sticks have been distributed globally

Within the yachting industry, social media is yet to be widely accepted as a credible communications / marketing channel. Thankfully, with Fairline Yachts being one of the more forward-looking brands in the industry, they quickly recognised the value of leveraging their message on social media.

That said, it was still a new and challenging journey for the company. Here’s where we came in and developed a strategy that:


Online and offline behaviour

Considered the behaviour (online and offline) of Fairline’s core audience



Ad Hoc Messages

And allowed for highly reactive, ad hoc messages that did not compromise the production values befitting of a luxury brand.


Content is not “King”. It’s how the content is created that’s important.

Fairline Yachts | Creating Content

In this multi-channel universe we occupy, the quality of content it is undoubtedly important. But not AS important as how that content is initially planned and created, especially now that we have to consider a lot more than just the specifications of a traditional print ad.

In our view, content should be driven by an overarching creative concept, that can easily be moulded to fit an ever-growing number of media channels - including a globally diverse audience. It’s not rocket science. It’s just common sense!

FLEXIBILITY IS KEY

One size most certainly does not fit all

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Content Management | Dealer Network Support

Going Global Needn’t Cost the Earth

Even after its recovery, Fairline Yachts remains a globally recognised brand. However, it still does not have the marketing budget usually associated with a global brand...yet.

Until then, we had to find a way to make our content globally relevant and available in the most cost-efficient way.

The solution...include Fairline’s 55-strong Dealer Network as ‘media partners’ in each campaign, and provide them with creative assets they can use at their own discretion.

With the help of each Dealer across the globe, we were able to spread the cost of a ‘globally managed’ marketing programme, whilst ramping up Fairline’s sales message on a local level.

READY-MADE

Locally tailored messages, deployed by those who know their local audiences.

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How to launch an ‘invisible’ yacht

Fairline Yachts | Brand Experience

A big part of Fairline’s business model, involves getting potential buyers to experience their yachts up-close and in person. Which is why, like many of its competitors, Fairline exhibits all its latest models at the world’s top boat shows. It’s a massive opportunity for promoting new sales and supporting the global Dealer Network.

In its first year under the new company banner, Fairline Yachts were planning to launch their most exciting model to date - the Alberto Mancini-designed Targa 63 GTO.

Exciting TimesThe Targa 63 GTO, as designed by internationally acclaimed superyacht designer Alberto Mancini.

There was one ‘small’ problem. At the time, the Targa 63 GTO had yet to be built and only existed as a series of sketches and CAD drawings.

Fairline dagger

So, how does one exhibit one of the most exciting yachts yet to be built, at the most important sales events for a company like Fairline? Simple... Virtual Reality.

Not only did this VR experience allow visitors to step aboard Alberto Mancini’s beautiful Targa 63 GTO, but is was also one of the first of its kind at any major international boat show.