“From the moment I joined ISA Yachts it was clear to me the shipyard was a hidden gem, and certainly deserving of a much stronger reputation within the industry,” says Hein Velema, director sales and marketing. “The standards and processes implemented over the past seven years have resulted in every yacht being delivered on schedule since 2008, and each time with an absolute minimum of warranty issues. But we needed to reposition the brand in order to tell this story effectively.”
The new brand strategy is based on a proposition of ‘trusted to deliver’. “We wanted to communicate a clear message that would differentiate the brand within the sector, and I believe the new position achieves that,” Velema explains. “We recognize the pivotal role played by brokers and our sales strategy will reflect the value of ISA Yachts’ relationship with these key industry influencers.”
Luciano Bregola, chief executive officer, brought a vast experience of automotive manufacturing processes when he joined ISA Yachts in 2007. "We have been working for 7 years to build reliable, efficient production processes, ensuring that each ISA Yachts owner can enjoy the superyacht experience safe in the knowledge that their beautiful yacht is a reliable product,” he says. “The new brand positioning is the expression of this work. It provides us with a compelling message to communicate the benefits of our way of working."
ISA Yachts appointed sector specialists The Superyacht Agency to develop the brand strategy and identity following a competitive pitch.
The rebranding coincides with a period of intense activity at the ISA Yachts shipyard in Ancona. The ISA43M Granturismo was launched on schedule on 29 March 2014, and yard will see the launch of three more yachts – ISA 66M GT, ISA 140 SPORT and ISA54M – between now and late June.