You would think a yacht as beautiful as Twizzle would charter itself, but in reality like any other product, however stunning, super yachts need carefully designed materials to help them stand out in a crowded, however elite, marketplace.
DLK Partners describe themselves as ‘A fusion of creativity & commerce’ and this describes exactly how we approached designing the charter brochure for this luxury sailing yacht. We were very lucky that the owners bought into this concept so were always open to ideas and suggestions on how we could ‘sell’ Twizzle to its best advantage. For example, whilst the first set of photographs the owners commissioned were stunning, some important features that would help charter the yacht were missing, so the owners kindly agreed to arrange another photo shoot. It also helped that one of the owners is also a fantastic photographer!
The concept behind the brochure was to take the reader on a virtual journey, as if they were being led on a personal guided tour. This helped give the brochure pace and intrigue – as believe it or not there are only so many photos of a luxury yacht sailing on the oceans you can look at before you get bored.
Getting the right balance between images and the written word was vital. Obviously the photographic element took precedence over the copy, but the copy had an important dual role as well. Firstly to provide factual information and secondly to highlight key selling points, so if the reader only skimmed through the brochure they would still get a good impression of what made Twizzle so special.
Finally the brochure had to sell the nautical lifestyle and that basically Twizzle is a floating hotel, so yet another level of information to be carefully placed in this jigsaw of a brochure.
No one ever said selling a luxury product is easy – we believe it requires a balance between delicate taste and cold hard commerce.
