Helping Yachting Partners International navigate a brand overhaul
Unrivalled luxury. Ultimate indulgence. Unique experiences. Yachting Partners International (YPI) offer the whole package when it comes to superyachting. But the market had become increasingly competitive and it was time to reposition the endless potential of luxury yachting to a new generation of the uber wealthy.
Challenge
YPI are an established name, but with newer, flashier companies competing for attention in the world of yachting, they needed to strengthen their brand identity and website. This meant asking big questions about YPI’s purpose and creating marketing material that wowed potential charter guests - and persuaded yacht owners to charter their pride and joy in YPI’s capable hands.
What we did
Defined mission, vision and values
To define the YPI mission, vision and values, we interviewed the senior team and got under the skin of the brand. We created several iterations of their mission and vision statements, before landing on the strongest story. This work was the foundation of the tone of voice we took into the content.
Crafted a company overview
To reflect their distinctive story, we defined what set them apart and dramatised their key strengths in a powerful company overview. Investing time in getting this right meant that the team had a strong narrative they could use consistently across comms such as their ‘about us’ page, press releases and brochure intros.
Created copy for the web
From client experience to yacht management, the website needed to cater to a range of different audiences, such as captains and charter guests, with very different needs. We focused on highly practical information delivered in a luxury tone of voice – with bags of attention to detail.
Revitalised brochures
YPI provide a highly personalised service and being able to give a potential client something tangible and tactile, adds to that offer. Using the new web copy as a starting point, we crafted copy to complement the sleek design of their new brochures. At the same time, we made a range of recommendations for structure, titles, subheads, and more.
“Overall, I was very pleased with the quality of work that A Thousand Monkeys produced for YPI. I am very pleased with the copy provided for the new website and brochures"
Marketing Manager
Yachting Partners International
The results
With a slick new website and selection of brochures, YPI are in a great position to create a connection with potential clients and charter guests. Spending time on the messaging also means the copy truly reflects their values and vision moving forward, which will be vital for building trust with their audience and standing out from their competitors.
