Sea Ray is one of the most recognized and respected boat brands in the world, but the company was in need of repositioning to compete more distinctively and successfully against global competitors, and to make architectural sense of its own product portfolio. VSA executed a complete overhaul of the Sea Ray brand expression system while delivering on several advertising, marketing and strategic initiatives—including the launch of an entirely new yacht line.
Original research conducted with dozens of yacht owners, dealers, brokers, captains and other “community members” led to a reinvention of Sea Ray as a lifestyle brand—a single, compelling vision that built the foundation for follow-on advertising and direct marketing initiatives and a series of consulting assignments. The “Launch into Living” concept defined the customer-led aspiration for the new brand and became the marketing tagline.
VSA orchestrated Sea Ray’s introduction of a complete new line/class of boat, their first-ever entry into the luxury category. The L-Class launch bridged Sea Ray’s heritage of innovation and leadership with high-touch lifestyle to resonate with the needs and wants of the large-yacht buyer. The new brand originated in a 360-degree, research-based view of the customer and a detailed map of the buying journey. From there, VSA developed a brand positioning, architecture and identity, as well as a multichannel activation plan.
The activation plan for the L-Class included a marketing microsite hosted within the searay.com domain. The site promoted not just the product but also the design principles that led to the realization of the new luxury yacht. The site’s features directed prospective buyers to consult an available Sea Ray “concierge” and to download an app that provides an interactive demo of the boat.