CANTIERE DELLE MARCHE
ANCONA - SINCE 2011
The communication strategy should be able to transfer the values of Cantiere delle Marche even before introducing their products. The clients who chose “Cantiere delle Marche” are attracted by contents more than by images or logos; people who love sailing and the sea, who wants to deeply know the products their are going to buy, looking for a complete and satisfying experience. That is why we are going to study the sailing world and its lifestyle. The potential shipowner, even before choosing the product, must share CdM’s philosophy, understanding that by choosing it, he is buying a ticket to that world that fascinates him so much. All this translates into an explorer boat only after having experienced its history, the hands and hearts of men born and bred in a continuous dialogue with those same values.
TOPICS OF COMMUNICATION
The sailing world
A world made of history, discovery, materials and technology, a world that fascinates men since the beginning of time. A world that witnessed the biggest conquers, discoveries and epic quests that left their mark in history.
The experience is that of people who know all about the sea and sailing or who have been in command of a boat for a long time. Each of them has a lot to say and is proud of saying it because he feels part of a project that implicitly speaks about them.
The values of the product
The values of the product are of extreme importance: every centimeter of a Cantiere delle Marche boat expresses excellence, and it is worth the same attention used to build it.
The goal is to look for a stronger differentiation, the association with the “unconventional”, to become gamechangers, to redefine the clients’ expectations. To get to that, the audience is pushed to challenge its certainties to explore new, exciting horizons.
This segment is addressed to people that can afford to buy an extremely luxurious product but who, having spent their lives surrounded by luxury, prefer the experience to the product itself. From this assumption, the payoff introduces the promise of giving to the client a boat capable of reaching extremely far places, sailing across the oceans, and face the most difficult weather conditions. Thanks to the Cantiere delle Marche yachts, their clients will be allowed into the elite of those who can do things other yachts can’t to in the same way.
The slogan invites to go beyond yachting limits, to imagine new uses and characteristics that other boats do not have, and to test them. Cantiere delle Marche wants to build stronger, high performance, trustworthy vessels. Above that, CdM wants their clients to use the vessels’ full potential, and to go where others don’t dare to go even if only with their imagination.
The photos were taken using analog cameras Leica M3 and M6. History: in 1914, an asthmatic engineer, Oskar Barnack, invented a camera that could be carried without too much effort. The camera chosen by the most famous photographers to take their iconic pictures celebrates its first century.