ISA Yachts has unveiled its new brand positioning and visual identity. A select group of brokers were flown to the ISA Yachts shipyard in Ancona on Tuesday 25 March to be briefed on the new positioning and given insight into a new, broker-focused sales strategy. The new brand strategy is based on a proposition of ‘trusted to deliver’.
“From the moment I joined ISA Yachts it was clear to me the shipyard was a hidden gem, and certainly deserving of a much stronger reputation within the industry,” says Hein Velema, director sales and marketing. “The standards and processes implemented over the past seven years have resulted in every yacht being delivered on schedule since 2008, and each time with an absolute minimum of warranty issues. But we needed to reposition the brand in order to tell this story effectively.”
The rebranding coincides with a period of intense activity at the ISA Yachts shipyard in Ancona. The ISA43M Granturismo was launched on schedule on 29 March 2014, and yard will see the launch of three more yachts – ISA 66M GT, ISA 140 SPORT and ISA54M – between now and late June.