CHICAGO — The Sea Ray L-Class brand represents a new definition of luxury. Proudly American made, it competes directly against European models that often emphasize style over substance. This new, incredibly well crafted vehicle, taps into a legacy heritage of innovation, and redefines luxury beyond cues.
To learn more about the meaning that this new product might hold in potential consumer’s lives, VSA Partners undertook a multi-month ethnographic, qualitative and quantitative, research project. The result was a comprehensive brand strategy and activation program, including brand naming, brand and product logo development.
“We were very excited to take a deeper dive into the buying journeys of yacht owners and Sea Ray’s brand,” stated Stratton Cherouny, Associate Partner, VSA Partners. “You only get one chance to get it right with an addressable market as idiosyncratic and demanding as this. Our research was essential to forming a solid strategy and getting necessary buy-in from senior leadership. Our final recommendations and the notion of ‘Inspired Luxury’ can be traced directly to the community of like-minded yacht buyers who never stop aspiring and continually expect the best from themselves and their yachts.”
VSA Partners then initiated a comprehensive campaign, capturing the essence of the L-Class ethos and positioning the brand at the intersection of substance and style. It includes a new ad campaign (print and digital), direct marketing, brochures, website, and brand video.
“The response to the L-Class brand and initial models has been extremely positive,” remarked Brad Anderson, Vice President, Marketing and Planning for Brunswick Recreational Boats, Sea Ray’s parent company. “It’s clear L-Class represents more than just a new product line from Sea Ray—VSA was instrumental in the development of the brand, and its branded materials clearly articulate its uniqueness.”
The L-Class brand launch follows on the heels of VSA’s 2012 brand expression program for the Sea Ray parent brand, which overhauled Sea Ray’s print and digital experiences, offline and advertising, direct mail, visual and verbal voice, tagline and photographic style.