Benetti, part of the Azimut Benetti Group, is launching a new advertising campaign that includes a revamped website and a real-time digital endeavor for 2013, which marks the company's 140th anniversary.
“Being Unique is an Art” is the creative concept that drives the new campaign, with emphasis given to a customer’s ability to personalize every detail of the megayacht-building process, the company announced.
The campaign is planned online and offline for all of 2013 in global nautical media and also will cover selected luxury, lifestyle, economic and financial media.
The new website is designed to “emotionally involve the visitor by complete immersion in the world of Benetti,” the company said in a statement. New graphics and software allow for full-screen vision, regardless of platform, resolution, browser or device.
The company is incorporating Facebook and Pinterest into its new campaign, using the platforms for real-time exposure of news, events, interviews and product launches.
“The new advertising campaign and the new website, together with social network activity, represent only the first step in Benetti's new three-year marketing and communications strategy,” Azimut Benetti Group communications manager Corrado Fanti said in a statement.
“In 2013, the 140th anniversary of the birth of the Benetti yard, a dense calendar of international events, a new visual identity, a new house organ and the implementation of a sophisticated new CRM instrument will have the task of consolidating Benetti's world leadership and to establish an ongoing and exclusive dialogue with the Benetti community, made up of owners, captains and brokers, but also with the many enthusiasts of the Benetti brand,” Fanti said.