BSUR Amsterdam has landed another luxury account from LVMH's portfolio — Princess Yachts. The award follows the agency’s selection in 2013, by LVMH brand Glenmorangie for global creative duties.
LVMH's Princess Yachts International is appointing BSUR Amsterdam as global lead creative brand and communications agency.
The yacht designer previously worked with local firms on a project-by-project basis.
"We continuously strive to deliver the highest levels of product design, quality and innovation, and now, the highest levels of brand design and communication," says Kiran Haslam, global marketing director Princess Yachts.
"When we first met BSUR to exchange views on how we could reinvigorate our brand in its 50th year, we were persuaded by their understanding of us as a brand and how they could help us to push the boundaries in a very measured way.”
BSUR will work on brand strategy, brand design and development, video productions, and product launches. First up, the agency will dig into Princess Yachts' archives. As part of this year's 50th anniversary, Princess Yachts has launched Project 31 -- as a nod to what its first boat was nicknamed -- to restore an original yacht it developed back then.
To track this restoration, Princess Yachts has introduced a special Web page and will regularly update its progress through images and interviews. The site also brings back key members of the team that built the company's first boat.
Princess Yachts, founded in 1965, was acquired by LVMH in 2008.