Lauderdale Marine Center is running a new series of ads targeted specifically to yacht captains in The Triton, the publication with the tag line "News for Captains and Crews." Lauderdale Marine Center has undergone a massive transformation and is now the largest yacht repair facility in the U.S. The facilities encompass 50 acres, 3300 feet of riverfront dockage, 125 floating slips and 29 mega yacht berths. A total of 19 covered sheds contain 15 million cubic feet under cover. The facility also includes the full complement of resources for repairs and refits, a full marina, on-site independent marine contractors, service centers for yacht builders and an office complex.
The objective for this ad series was to focus in on a specific market – captains – and the needs of that market. The advertising design was intended to be immediately recognizable and instantly understood. The design uses the client’s corporate colors and logo in a consistent manner to reinforce the corporate identity. Each ad includes a bold image that communicates directly to the target readership. These ads address knowledgeable professionals and give them the information that they need to make a decision favorable to the client. A publication reaching a broader audience would require a different approach; but this is a solution perfect for this client and this readership.
Lauderdale Marine Center is also increasing its visibility by hosting events on-site that attract members of the yachting industry to see the facility first-hand. Lauderdale Marine Center is a familiar name in the community so it’s important to make it clear that the expansion and enhancements have been significant.
Post by Tracy Datlen
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