We were appointed to redesign the Destination UK guide so it reflected the world-class and supreme luxury aspects of the superyacht industry; and to review the advertising package to increase revenue to pay for it.
We reviewed the design, content and pagination to create a brochure with the clear purpose of promoting the UK as a prime superyacht destination and promoting Superyacht UK members to a global audience of captains, owners and reps. High-quality stock and a new size set it apart from standard publications giving it greater appeal to an elevated audience and was supported by a digital version.
Our creativity had increased salience with luxury brand advertisers, making the publication very nearly cost neutral and is still in use two years on.
