When Laser Advertising moved into the Cordova Road building, Bob Saxon Associates had offices upstairs. Over the years, we worked closely with Bob Saxon to develop ad series that promoted the charter concept, educated the consumer and set the BSA brand apart. Bob Saxon was willing to consider imagery unusual in the industry. As a result, we were able to design ads that had original cartoon illustrations, race horses, penguins, jig saw puzzles and hieroglyphs (not all in the same ad however). These high-visibility advertising series ran in international publications during the late 1990s and early 2000s. The ads were effective and generated significant response. In addition to developing his own brand, Bob Saxon was keenly interested in raising the profile of the charter industry as whole. BSA achieved global recognition in yacht management and charters until its sale in 2002 to Camper & Nicholsons.
Link: Camper & Nicholsons International
Post by Tracy Datlen
I reference often the working relationship that BSA had with Charles and all the folks at Laser. I always had a concept in mind and Charles had the innate ability to capture the statement I wanted BSA to make. We did not want our ads to look like everybody else's...to this day that design fault remains in most marine advertising. Charles would throw twenty concept drawings in front of me and I would wade through them..."No way....maybe....yes, this one for sure...no, not that one...ah yes, this is a good one" would have been a typical conversation and then Charles would bring back the top 5 with greater detail and we would decide on the campaign specifics. Who else would have dare to state BSA's uniqueness by showing a penguin jumping off an ice flow into frigid waters! But guess what....it stopped the reader and made him study the ad! Thanks Charles and Tracy and Laser staff. Bob Saxon
Posted by: Bob Saxon | June 03, 2009 at 04:44 PM