Nigel Burgess, the luxury yacht broker, is to launch a revamped brand, designed by The Partners, in the autumn.
The company, which sells and charters yachts in the super-yacht category of 120ft and longer to ‘high net worth individuals’, was prompted to refresh its brand by a trend towards more aggressive marketing within the sector, says a Nigel Burgess spokeswoman.
‘Across the board [of our competition] we’ve seen a move towards more proactive marketing and we are responding to make sure we stay at the top,’ she says.
The Partners client services director Charlotte Blackburn says the revamp aims to give the company a ‘stronger voice’ within the sector and also target a different type of consumer. ‘The market is growing fast and many buyers today are dotcom or other entrepreneurs. We need to break with the shackles of tradition to reach this market,’ says Blackburn.
As part of the revamp, Cimex has also been appointed to design a website for Nigel Burgess.
The site will offer a gallery of available yachts and outline management services offered by the company, says Cimex strategic brand partner David Hockin.