The campaign focused on launching the brand-new route that was able to kickstart The Yacht Week after a difficult year. Not only to reinvent the creative and production style that everyone knows The Yacht Week for... but to construct a fresh identity that would still appeal to a wider audience. To be effective, this strategy had to stand apart from competitor companies. This was achieved by producing a unique identity for the HERO video piece by taking inspiration from multiple 1970's Italian films and writing a meaningful and captivating copy that draws you into experiencing this legendary island route from the best seat in the house. It's time to live 'La Dolce Vita'.
Not only did overall bookings increase significantly but the Sardinia route SOLD OUT within 3 hours of bookings launch on the 8th October. With 25 yachts selling out to over 175 guests totalling an expected revenue of 230,000EUROS.
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