BRAND AWARENESS: A PROJECT DEVELOPED FOR FRAUSCHER BOAT

A long-term project to increase the presence of the brand on the Italian market

Frauscher Bootswerft

Since 1927 the name Frauscher stands for innovative and high quality boats and yachts. Premium standards, modern design and a unique driving performance have made Frauscher boats what they are today: motor, electric and sailing yachts which inspire and arouse emotions.

Frauscher Italia

The Case

Frauscher is a historic brand, with more than 50 years of experience in the shipbuilding sector, a high quality product and excellent management. In 2008 began a collaboration with Cantiere Nautico Feltrinelli – still the only official importer of Frauscher boats in Italy – with the intention of strengthen its presence on the Italian market.

Criticality

Although the Shipyard has a remarkable history and a great product, with already a good following among northern European enthusiast, the brand is virtually unknown in Italy, a market that has yet good potential. The request is for a professional support in elaborating and implementing a valid press office strategy.

Solution

In collaboration with Cantiere Nautico Feltrinelli and Frauscher’s marketing a medium-long term strategy was developed with the main goal to increase the brand recognition. Such strategy combined a daily press office activities with an effective advertising campaign, as part of a  media relations plan that has been kept constant over the time. Also, periodically  are organized events dedicated to top customers, Italian and foreign journalists. Press days, sea trials, interviews, onsite visits are some of the events planned on the occasion of new models’ launch.
As a result, currently the brand Frauscher is widely recognized in Italy as an icon of elegance and design, and the new models are welcomed with growing interest, both from the public and press.