Azimut Yachts represents a 100% Italian shipyard in terms of its design, craftsmanship, as well as ownership. Italy and being Italian are things to be proud of: this is the underlying concept of the new 2013-2014 advertising campaign, and one conveyed by the simple yet effective tagline “Being Italian”.
It’s that simple. The new advertising campaign by the Neriwolff Agency celebrates the universally acknowledged quality of Italy’s manufacturing culture, a quality that is engraved in our very DNA.
Graphics and taglines that are extremely precise, clean, and easy to understand: impossible to misinterpret. Long, drawn out explanations are pointless. The campaign communicates the positive qualities Italians are known for, qualities which can be found in Azimut Yachts, the most comprehensive range in the world in terms of numbers of models and types. The photographs of models from each of the five Azimut Yachts collections provide striking proof of the genius of Italian manufacturing.
Athletes, explorers, masters of elegance, creatives, and eclectics: and above all, artisans and entrepreneurs world-renowned for their creativity and capacity to create the unimaginable. This is being Italian; these are the Italians; and, these are the yachts in the Azimut Yachts collection: the Atlantis, Magellano, Flybridge, S, and Grande mirror the five different ways of experiencing the sea, all in perfect Italian Style.
Being Italian means proudly asserting one’s cultural roots in Italian production and products; defending an entire production chain based on knowledge acquired over centuries; knowing what to do and how to do it; and finally, being able to unite artisanal quality with industry. For Azimut, all this means building beautiful and innovative yachts beloved by owners across the five continents.
Azimut|Benetti Group Marketing Director, Francesco Ansalone, explains the choice of tagline: “We wanted to highlight the positive qualities our country conveys; reminding our public that Made in Italy represents a real added value. Our history has taught the world that Italians are masters of design, fashion and the arts, and that Italians are unique when it comes to creating high quality objects able to transmit a sense of style and excitement.
Our company bases its boatbuilding know-how on these qualities; this is because the Azimut owners, workforce, designers, technical staff and production sites are all Italian. In this new campaign, we want to send a simple message: with all due respect to our competitors, being Italian is a privilege, and it is the real secret that has allowed Azimut Yachts to become the leading yacht builder in the world”.
The advertising campaign is part of an overall communication strategy which, in the upcoming months, will also include direct and personal contact with the press. In addition to product news, Azimut will be communicating its industrial strategy, substantial investments planned for the next three years, and its development plan.
The 2013-2014 season marketing campaign was launched September 2013 and will be covered in the leading nautical publications worldwide.
