Another luxury travel brand has hired an agency to lead global digital marketing.
TBWA\Chiat\Day in New York will create digital ads and redesign the websites for Sunseeker yachts and its associated companies. Account revenue is estimated at more than $1 million.
The Omnicom Group agency landed the business after a review in which there were a handful of other finalists. The identities of the other contenders could not be ascertained.
TBWA\C\D stood out for its “passion and understanding of the Sunseeker brand and thorough user experience,” said Harry Bristow-Holmes, brokerage director at Sunseeker London Group.
Sunseeker’s selection comes in the wake of NetJets hiring Havas Worldwide as lead digital agency. NetJets positions itself as efficient air travel for the well-heeled.
In contrast, Sunseeker represents perhaps the ultimate badge for the rich and famous. Its boats sell for anywhere from $1 million to $7 million, with the most expensive in the fleet measuring 155 feet long and accommodating 10 people and a crew of 11. Chinese real estate developer Wanda acquired the company for more than $500 million last year.
TBWA\C\D New York president Robert Harwood-Matthews described Sunseeker as an iconic brand, adding that his agency is “pushing to evolve the site design and user experience beyond lifestyle [and] toward being a shopping companion.”
McCann Erickson in Birmingham, England previously handled the digital business. The Interpublic Group shop, however, retains traditional advertising, direct marketing and public relations responsibilities. Sunseeker’s media agency is Interpublic’s UM.
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