Princess Yachts, the U.K.’s largest luxury yacht manufacturer, has launched a new brand positioning, “Distinction in Detail,” at the Cannes Yachting Festival, in collaboration with IPG-X, a custom luxury agency from the Interpublic Group. This strategic move celebrates the brand’s 60th anniversary, emphasizing exceptional craftsmanship and design precision. The new brand identity, inspired by the sleek lines of Princess Yachts and its crown logo, offers a modern yet timeless aesthetic.

Simon Clare, executive director of brand and marketing at Princess Yachts, praised the campaign, highlighting the role of the skilled craftspeople behind the yachts. The campaign underscores Princess Yachts’ dedication to meticulous detail and quality, aimed at attracting customers who value top-tier craftsmanship. Clare also credited IPG-X’s creative work as essential to defining the brand’s future direction.

“Distinction in Detail” includes a 90-second ad showcasing the intricate yacht-building process, from sketches to the final product cruising on the sea. The campaign also spans print, digital, social media platforms, and features a detailed brochure. The Cannes Yachting Festival served as the official launch of this comprehensive marketing strategy. Earlier in the year, IPG-X worked with Bentley on its first global brand campaign.