The Property Pack


  • Written by Steve Conroy

, The Netherlands – Princess Yachts International appointed BSUR Amsterdam as global lead creative brand and communications agency in 2015 and have recently completed their first new work for the luxury yacht builder, according to Jan Rijkenberg, founding partner of the agency.


Our new brand campaign was derived from the number one concern of a typical trans-global Princess owner - family. We are really pleased that this campaign stands out from the typical 'boat on water' ads currently circulating in our segment, and there is real beauty to be discovered in the details, such as Coco the dog in 'the family dinner' and the Enid & Her Magic Yacht storybook moment in the 'father and son' advertisement”, according to Kiran Jay Haslam, Marketing Director, Princess Yachts International.


BSUR was asked to create the first ever global brand campaign celebrating the exceptional Princess experience. The challenge for the agency was to find a fresh approach within the category and reach enthusiasts beyond the boat world with unique stories of quality time at sea, according to Rijkenberg.


Challenging category clichés, BSUR shot four images portraying people in normal situations heightened by the fact that they happen offshore on a yacht. No actors or models, just real people enjoying diverse casual and personal times. The scenes, photographed by Roger Neve in black and white are understated and were shot in an intimate way to make the viewer feel part of the moment. The campaign shows that you can be highly sophisticated whilst remaining down-to-earth, while at sea.


The campaign will appear in publications such as the Financial Times, Vanity Fair, Oracle, Mayfair Times, Wallpaper, Hole & Corner Magazine, Aston Martin Magazine and Royal Opera House.


Based in Plymouth, England in the very cradle of Britain’s maritime heritage, Princess Yachts is regarded as the world’s finest exponent of contemporary yacht design.


Princess Yachts, founded in 1965, now with over 2,400 employees, has become one of the biggest employers in the South West of England and celebrates its 50th anniversary this year. Since 2008 the Louis Vuitton Moët Hennessy (LVMH) group has owned the company.


About BSUR

BSUR (‘be as you are’) is an independent international consultancy and agency creating and re-engineering brands and brand communication platforms. Based in Amsterdam (HQ), Shanghai and São Paulo, it serves global, regional and leading local brands. Clients include the Moxy hotels Europe (Marriott), Fruit Shoot (Britvic International) and Specsavers.