Beneteau launches online loyalty program

MARION, S.C. – Sailboat builder Beneteau has appointed the communication agency Quartier D’ete to produce and launch its new international loyalty club and online social network for boat owners, it reported in a recent statement.

Reserved exclusively for Beneteau boat owners who pay for membership, the company claims it is a totally new type of club, and one of the very first loyalty organizations to use social networking as a central feature.

The site has been up and running since Dec. 5 to test the club concept and validate its basic principles, according to the company. Despite having no support media plan, the club attracted nearly 250 membership applications in just one month, with 40 percent coming from countries outside France, thus confirming the added value this concept delivers to boat owners, according to the company.

Beneteau is therefore preparing to launch its new loyalty club in 2009. The deployment phase will be supported by an international online and offline communication plan, new VIP events and exclusive services, it reported.

The Beneteau Yacht Club charges a membership fee and is 100-percent private. It offers its members information and services, like the opportunity to round Cape Horn, sail onboard classic yachts in Saint-Tropez and travel to the Monaco Grand Prix by high-speed powerboat.

Membership in the Beneteau Yacht Club allows subscribers to access the international directory of members, share their skills and expertise, contact other owners with the same model of boat or based in the same home port and create their own logbook (with articles, videos and photos), which they can then invite friends to view.

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