AkzoNobel Yacht Coatings is embarking on its most ambitious marketing drive to date – including new brand positioning to highlight how the business is composed of experts who are also committed boaters and embedded within the community themselves, who not only instinctively understand the joy the open water brings, but also possess a complete grasp of the requirements of distributors, boatyards, retailers, applicators, and boaters.
It is encapsulated by the concept of ‘That Feeling’, which seeks to convey the unique, immersive sensory experience only boating offers.
It will be the central pillar of all promotional activity and will embody how a love of boating is fundamental to delivering the most inclusive and best-performing range of coatings in the industry.
Matt Anzardo, Global Yacht Segment Manager at AkzoNobel Yacht Coatings comments: “This is an incredibly exciting time in the continuing development of AkzoNobel Yacht Coatings as we promote the collective and individual brands for the boaters and professionals in the market.
“Unprecedented investment in our brand, technologies and partnerships allows us to further strengthen our commitment to being the trusted partner for boatbuilders, yard owners, captains, applicators, retailers and boat owners worldwide.
“Our team are the most passionate, dedicated and knowledgeable people in the business, who have the joy of boating running through their veins.
“Combining this with our market-leading products that offer the most advanced performance and aesthetics, allows us to provide an immediate solution to any customer’s requirements.
“We’re bringing this stand-out proposition to life through a dynamic new brand positioning that highlights that joy, ‘That Feeling’ that is unique to the boating community – from the pride that results from constructing, selling and re-fitting a vessel and the ultimate thrill of taking it out on the water – with the reassurance that at every step along the way your efforts are backed by the ultimate products on the market.
“This initiative shows how determined we remain to continue pioneering a world of possibilities to protect and enhance boats while preserving the world’s marine ecosystem.”
AkzoNobel Yacht Coatings is raising the bar for all boaters worldwide – by strengthening its complete system that offers unrivalled performance and protection for any vessel.
Driven by its abiding passion for boating, it follows the recent acquisition of the premium Sea Hawk brand by AkzoNobel and comes amid unprecedented levels of investment across its Yacht coatings business. It joins Awlgrip® and International® / Interlux® in its brand portfolio of above and below the waterline performance and protective coatings – providing the entire boating eco-system with the ultimate holistic solution from bow to stern and keel to mast.
The exciting programme will be rolled out to partners and media over the coming months.
For more information please visit: https://www.international-yachtpaint.com/yachtcoatings.html