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British luxury motor yacht manufacturer Princess Yachts has launched a new responsive website for its international client base and a refreshed digital marketing strategy, delivered by INK Digital.
The new site aims to capitalize on Princess's high volume of mobile traffic, as well as to drive the flow of visitors to the site. The integration of smart technology allows users to engage with relevant content suited to them using the site's IP lookup and multilingual capabilities. Strategically placed call-to-actions and personalized content, such as local distributor details, change based on the user's location or set preferences.
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. We’ve seen a 200 per cent increase in visits via mobile devices in recent years so delivering a responsive site and optimized navigation has transformed the online experience for those visitors."
Helen Darlington, founder and head of creative strategy at INK Digital, said: "We 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.”
2015 marked the fiftieth 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 1960s.
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