Multi-award winning INK Digital is the agency behind the refreshed digital marketing strategy for British luxury motor yacht manufacturer, Princess Yachts.
The launch of the new, fully-responsive Princess Yachts website caters to the brand’s ever-growing international client base. The INK team hoped to capitalise on Princess’ high volume of mobile traffic, as well as to drive the flow of visitors to the site.
The visually stunning and content rich website is now more aligned with the Plymouth-based boat maker’s heritage and status as design and engineering front-runners in the British super yacht industry.
The integration of smart technology allows users to engage with relevant content suited to them using the site’s IP lookup and multi-lingual capabilities.
Strategically placed call-to-actions and personalised content, such as local distributor details, change based on the user’s location or set preferences.
Before the visitor is even aware of what their browsing requirements could be, this pre-empting functionality starts them along the simplest, more natural and coherent user journey possible, intelligently recreating the second to none level of Princess service experienced in person.
2015 marked the 50th anniversary of Princess Yachts, and as part of the celebrations, the brief also included a request for an online and social media showcase of the restoration of Project 31, the iconic and original boat that first launched the company back in the 60’s.
Helen Darlington, Founder and Head of Creative Strategy at INK Digital, said,
We were thrilled to be contacted by Princess Yachts and asked how we would approach their refreshed digital marketing, mainly because we knew the possibilities were amazing. We worked together for much of 2015 and it’s a fantastic relationship.
We’re all delighted with the success and impact of the solutions launched so far. We have some big, bold ambitions for 2016 which we can’t wait to unveil.
Danielle Emery, Marketing Manager at Princess Yachts, said,
We challenged INK to redesign the Princess Yachts International website to bring our new “Experience the Exceptional” brand platform to life online. Recent years had seen a 200% increase in visitation from mobile devices so delivering a responsive site and optimised navigation has transformed the online experience for visitors to princessyachts.com.
With the first phase of the commission now complete, INK and Princess are now looking to develop further plans for 2016 with both parties describing the enthusiasm for the partnership as infectious.
Danielle Emery, Marketing Manager at Princess Yachts, added,
The INK team were chosen for their creativity and digital expertise and have exceeded expectations, delivering a fresh and engaging site that completely met the brief.
INK is proud that princessyachts.com delivers a seamless continuation of the tailored, high-end and customer-focused Princess Yachts experience. See the restoration of Project 31 at project31.princessyachts.com
About INK Digital Agency
INK Digital Agency is an award-winning digital agency specialising in interactive digital solutions from websites and email marketing campaigns, to mobile sites and applications. Headquartered in Halifax, UK the agency opened its first international studio in Melbourne in 2015.
The Melbourne studio is working alongside other Australian companies providing outstanding digital expertise that complements its current creative offerings.
Since its inception in 2002, INK Digital has been awarded a number of top industry accolades including the On Time RAR Digital Award 2015, Number One Agency for Client Satisfaction and Elite UK Agency status in the Drum Independent Agencies Census 2015.