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SELEX Yacht Technologies


SELEX Communications is the UK leader in commercial maritime communications.

Objectives

SELEX Communications, the UK leader in commercial maritime communications, tasked us with completing an industry analysis report on the luxury yacht sector back in June 2008. With a heritage in marine electronics that stretches back as far as Marconi’s first commercial enterprise, our report highlighted that SELEX Communications were perfectly placed to extend their offering to the luxury yacht sector with no existing companies being able to rival their services.

In April 2009 we were commissioned to launch a new luxury yacht division for SELEX Communications with a view to securing initial order levels of £1 million by the end of the year.

 

 

Achievements

Cognition created a new division - ‘SELEX Communications Yacht Technologies’ - and positioned SELEX as the industry leader in the supply of electronics systems to the luxury yacht sector. We created a distinct look and feel for the division within the existing corporate guidelines and produced a suite of collateral including brochure, direct mailer, website, press adverts, and online adverts.

The official launch took place at the 2009 Monaco Yacht Show in September. In the lead up to the event a direct mail piece was sent out to 1,600 prospects inviting them to visit our website and register their details for the launch party held at the show's official restaurant. We placed adverts in all the key publications for the September issues, and placed online advertising on Dockwalk – a community/news website for superyacht captains and crew. We also designed and constructed a bespoke exhibition stand inclusive of video floor which drew a lot of attention from visitors.

Additional activity at the show included partnering the official business centre and headline sponsorship of the Captains’ Hideout, the harbour-side bar exclusively for captains and crew. To boost our profile further and help capture contact details in the Hideout we held a daily competition to win a Flip HD camcorder. Both these initiatives enabled us to raise our profile, create brand awareness and speak directly to our target audience.

The results of the launch have exceeded the client's expectations: as a direct response to launch activity SELEX is currently quoting on orders with an estimated worth of up to £7 million.

The team enjoyed similar success at the Abu Dhabi Yacht Show at the beginning of 2010, where a collaboration with world-renowned technology provider Advanced New Technologies (ANT) was announced.