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HMY Yachts unveils new website and ad strategy

HMY Yachts launched a newly designed website, HMY.com, and a comprehensive advertising initiative.

HMY Yachts launched a newly designed website, HMY.com, and a comprehensive advertising initiative.

The company said the website is built in responsive design, which allows for optimized viewing on any computer or mobile device. The goals of the new site include generating new leads and listings for the company’s sales team and demonstrating the benefits of listing a yacht with HMY.

“HMY is constantly striving to improve our customers’ experience, and an important part of this is to ensure that our brokerage listings are getting the most visibility possible. Our new HMY.com website is easy to use, and customers may find their listing featured on the home page,” sales director Tim Derrico said in a statement.

HMY said it partnered heavily with major boating industry advertising outlets this year, including Active Interest Media, Bonnier and Dominion Marine Media. HMY not only will be expanding its reach in print to be the first yacht brokerage firm in the broker section of Power & Motoryacht and Yachting magazines, but it also will focus heavily on a combination of video and editorial content.

Dominion Marine Media also will play an important role in HMY’s marketing plans, not just with Yachtworld.com, but also with its co-brokerage inventory services and editorial team.

“It’s refreshing to see a yacht brokerage in the industry invest in advertising so heavily and so strategically. The scope of marketing we do is a selling point for our company. Our customers appreciate the exposure and our sales team recognizes the commitment to marketing we are making,” marketing director Rob Bowman said. “There is no smoke and mirrors at HMY. We are the largest yacht dealer and brokerage, and we advertise like it.”

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