The NISI Yachts line is the company’s sexy, sleek, cool, “fashion forward” pleasure craft designed for buyers interested in innovative styling and performance combined with ease of use and ownership allowing them to live life fully around their yacht with less effort and more fun. Its ground-breaking edgy design borrows from the legendary vessels of the past but is completely steeped in today’s world and sets new build and safety standards for yachts under 80 feet.
Simplicity and jet set sophistication melded into one. The goal for the imaging and the messaging of the ad is to be, and to evoke feelings of “Simplicity & Casual Opulence”
As a car: NISI would be likened to an Aston Martin. Elegant sports car look and feel, images of James Bond and Bond Girl cool without the headaches, harsh ride, blatant sex and tough in your face characteristics of a Ferrari.
1) Establish awareness of the Nisi line, especially the currently built Nisi 2400 model
2) Create the perception/image and sex appeal that Nisi is one of the most innovative sleek, very sexy, cool, “design forward” pleasure yachts ever built
3) Generate purchase intent
Yacht buyers, many first time yacht purchasers, who live life fully and wish to enjoy the yachting experience boldly with emphasis on fun, pleasure, entertainment rather than serious sea going adventures.
These prospects would be considered yachting dilettantes versus serious yachtsmen but still want a yacht that is considered serious, competent, highly safe and noteworthy.
These buyers want great ease of use and ownership
Nisi, which means “island” in Greek, exudes sophisticated sexiness (not gowns and Champaign flutes but rather james bond and laura craft subtle sophistication), style, casual elegance, experiential, playful and fun without losing the importance of the vessel being a superfly built, innovative yacht. The yacht’s edgy design is key to its successful positioning and is part of the brand’s unique identity.
Nisi’s design borrows from the legendary vessels of the 30s and 40s but sets new build and safety standards for yachts under 80 feet and is a very 2012 vessel.
Some prospects may identify with the legendary design influence on a new state of the art vessel, finding the retro feel very appealing with a sense of the comfort and security from elements of the past defining the future.
Primary Selling Message
The key promise the target should get from advertising is the NISI line is about a fun and entertainment with casual opulence, comfort and great style. Simplicity, sophistication and beauty in one vessel. Nisi’s design is as important as is its competency, safety and performance.
Specific Response or Action Desired:
Serious consideration of purchase for NISI Yachts, semi-custom build orders. Prospect will want to source the company’s website and/or a yacht broker for more details. It is likely that prospects will want specifics about the yacht’s design, styling and features over performance.
Tone and Manner:
Nisi is sexy, playful, a bit naughty, edgy but sophisticated. More about lifestyle than performance, more about design than capabilities. However, the edginess and playfulness should not ignore the retro feel and “security” that this design may generate for some prospects.
Lazzara Yachts, San Lorenzo Yachts, RIVA Yachts, SunSeeker Yachts,
- All NISI ads will use the brand’s name logo type. The brand will be identified with the logo and the slogan, “Come in to your world” must be used.
- The words “Casual Opulence, Legendary Style. Naval Architecture by Setzer Design” along with the little boat models must be used (see past ads (and zipfile) – this appears on all of the past ads, at the bottom)
- A website address, corporate address and telephone number will also be listed at the bottom of each ad.