Creative Execution

A series of consumer research identified the desktop as the primary viewing screen for this highly targeted audience and the occasion they were likely to be engaging with us on. This allowed us the opportunity to focus on large scale images to tell a very visual story about a beautiful brand and world. The home page split the stories into two paths, and a parallax scroll technique was adopted to seamlessly tell the story, allowing them to flow from one into the other. Every element of the execution is focused on storytelling.

Since the launch of the website there have been a number of high-value leads generated. The website is acting as a powerful selling tool for the Princess sales people. The website has changed the way the Princess brand tells its story in Australia and continues to build on our extraordinary super luxury credentials.

Princess Yachts is one of the world’s great super-luxury brands. After a change of local ownership in 2013 the brand was looking to refresh its Australian presence to further build our premium and super-luxury credentials. With an entry level price north of half a million dollars the brand is only speaking to an extremely small consumer segment. They are the 0.1% who need to know they are buying the absolute best - brands built on great heritage and storytelling. Princess Yachts has a proud heritage and some incredible stories at the heart of the brand. Our key marketing objective was to uncover these stories and find an exciting, engaging and beautiful way to tell them online. We set out to build a unique website that would take our high value customers on a journey through the world of Princess Yachts. A website designed for the specific purpose of storytelling.