Jameson Yachts (concept)
About Jameson Yachts
(Concepting exercise for mock company) Jameson Yachts is one of the leading names in luxury sailing. Their brand represents the latest in sailing innovation and their elite catamarans offer the epitome of style, comfort and technology for a cruising experience that is unsurpassed.
The challenge
Although world-renowned, Jameson has found their email list is largely populated by existing clients. While this is useful in offering upgrade information and new technology to clients, their list doesn’t attract new clients/future buyers. Jameson would like to take a larger share of the luxury catamaran market by inviting potential clients to download their free eGuide, and sign up to their mailing list in the process. The real challenge for this project lies in making Jameson’s luxury image both accessible and inviting – without sacrificing their values for exclusivity of course!
The solution
The Jameson brand represents elite luxury and an exclusive cruising experience. In order to entice would-be customers, it was important to lead with the benefit of owning a Jameson Yacht (comfort, unparalleled style, and class) and couple this with a simple approach: just click a button to discover the ins and outs of one of the most highly regarded yachts on the market – and be a part of that experience. Inclusive exclusivity if you like!
To that end it was important to convey a feeling of affiliation with the brand. Using engaging and direct-action terms like ‘discover’, ‘step aboard’ and ‘learn’ achieved this connection with the reader.
Banner adverts represent an additional (and unique) challenge. Not only is space for copy limited, but because in this case the client requested three frames, the benefit to the reader had to be clear on each. It’s not possible to dictate which frame a viewer sees first – it depends on how they’re scrolling through the content page that the ad features on. For that reason the story has to flow through from frame one to three, but also each frame must make sense in its own right. That’s why there’s a separate benefit on each frame, and a concurrent link with the download button. Buttons aren’t necessary for the functionality of a banner ad (the reader can click anywhere on the frame) but they add continuity to the story, as well as a compelling and succinct call to action.
The hashtag #SailingBeyond is featured throughout the advertising mediums. In today’s social media world, hashtags represent a vital part of a company’s branding. Featuring only two or three words at most, they are a challenge to get right. #SailingBeyond conveys the values of the Jameson experience in just two words and entices the reader to understand the concept further.
Jameson Yachts (concept – scroll down for ad samples)
About Jameson Yachts
(Concepting exercise for mock company) Jameson Yachts is one of the leading names in luxury sailing. Their brand represents the latest in sailing innovation and their elite catamarans offer the epitome of style, comfort and technology for a cruising experience that is unsurpassed.
The challenge
Although world-renowned, Jameson has found their email list is largely populated by existing clients. While this is useful in offering upgrade information and new technology to clients, their list doesn’t attract new clients/future buyers. Jameson would like to take a larger share of the luxury catamaran market by inviting potential clients to download their free eGuide, and sign up to their mailing list in the process. The real challenge for this project lies in making Jameson’s luxury image both accessible and inviting – without sacrificing their values for exclusivity of course!
The solution
The Jameson brand represents elite luxury and an exclusive cruising experience. In order to entice would-be customers, it was important to lead with the benefit of owning a Jameson Yacht (comfort, unparalleled style, and class) and couple this with a simple approach: just click a button to discover the ins and outs of one of the most highly regarded yachts on the market – and be a part of that experience. Inclusive exclusivity if you like!
To that end it was important to convey a feeling of affiliation with the brand. Using engaging and direct-action terms like ‘discover’, ‘step aboard’ and ‘learn’ achieved this connection with the reader.
Banner adverts represent an additional (and unique) challenge. Not only is space for copy limited, but because in this case the client requested three frames, the benefit to the reader had to be clear on each. It’s not possible to dictate which frame a viewer sees first – it depends on how they’re scrolling through the content page that the ad features on. For that reason the story has to flow through from frame one to three, but also each frame must make sense in its own right. That’s why there’s a separate benefit on each frame, and a concurrent link with the download button. Buttons aren’t necessary for the functionality of a banner ad (the reader can click anywhere on the frame) but they add continuity to the story, as well as a compelling and succinct call to action.
The hashtag #SailingBeyond is featured throughout the advertising mediums. In today’s social media world, hashtags represent a vital part of a company’s branding. Featuring only two or three words at most, they are a challenge to get right. #SailingBeyond conveys the values of the Jameson experience in just two words and entices the reader to understand the concept further.