Fairline Yachts


Maximising Fairline's opportunities to engage with its audience during COVID-19

by Richard Broughton – 15th May 2020

Fairline is one of the UK’s leading luxury yacht builders. With COVID-19 restrictions in place, Fairline quickly recognised a requirement to be highly responsive to its customer base and provide a digital solution for customers to explore its range of yachts from the comfort and safety of home.

WHAT NEEDED AMPLIFYING?

The boat show season is a critical period for the leisure marine industry. The start of summer through to autumn is typically the time when customers are not only out on their boats, but it’s also when new purchases and new relationships are made. The current unforeseen challenges meant that Fairline needed to find a way to replace the loss of contact with its audience and it needed it immediately, coupled with a robust roll-out to its global dealer network and audience around the world.

The platform was required as a tool to explore the yachts with ease, with a clear call to action for customers to contact their local dealer. Functionality needed to include 360-degree tours but a live feature, encouraging customers to ask questions and reach out to dealers.

 

The Audience

We were looking to reach Fairline’s global audience of potential buyers and current/former owners. We also wanted to expand Fairline’s audience and expose the business to those who hadn’t interacted with Fairline to date. 

The Solution 

In a matter of days, we designed and developed a new, bespoke digital platform enabling Fairline’s customers to browse the Fairline range from the comfort and safety of home, with strong signposting and opportunities to engage with the brand and local dealers around the world. 

The Activity 

AGILITY: Working to a very short deadline and tight budget, we developed a new digital engagement platform that combines existing VR assets with new content and a programme of live activities to give it life. 

FEATURES & STRATEGY: The Fairline Virtual Marina brings the world of hand-crafted luxury boats direct to the customer. The platform includes 360-degree detailed tours of all the yachts within our Squadron, Targa and F//LINE model ranges, allowing customers to explore the Fairline family of yachts during social distancing and in the longer period afterwards while things remain fluid and travel, industry shows and exhibitions are still on hold. 

The Virtual Marina includes a live chat function, enabling the opportunity to speak directly to a Fairline expert at any time of the day. Additionally, we developed a regular calendar of livestream yacht tours, which will be hosted by Fairline’s global dealer network – customers can tune in on the Fairline Facebook page for a detailed tour of the yachts and have an opportunity to ask questions as they are guided through the vessel, ideal for showcasing hidden details. Each livestream takes customers from stern to bow, meticulously walking them through the yacht. 

SOCIAL MEDIA AND LAUNCH: The MTM team developed a social media content plan for the launch of the Virtual Marina which included a short video showcasing what it is and the features. The video was circulated to dealers encouraging them to reach out to existing prospects. The video was also shared across social media channels. 

LIVE TOURS AND EXCLUSIVE INTERVIEW: We developed a calendar of live tours from different dealers across the world. Each live tour was promoted across the social media channels directing interest to the Facebook event. 

We organised an exclusive interview with respected Fairline designer Alberto Mancini. In order to drive interest, we’re enlisting the help of Nick Burnham, esteemed marine journalist and founder of Aquaholic to conduct the interview. The interview will be promoted across social media and shared on Nick’s own channels. 

 

The Results

  • 4 minutes Average time on the site
  • Over 10,000 engagements in the first week.
  • Over 40,000 video views and live views in the first week
  • Reached over 175,000 people across all channels in the first week