360 magazine and YPI selection app
Progressive delivers an annual luxury magazine for yachting firm YPI alongside an aspirational app.
Yachting Partners International (YPI) is a leading global superyacht brokerage and management firm. Its clients include some of the wealthiest and highest-achieving individuals and families in the world, as well as some of the most discerning. In 2011, Progressive was invited to become a strategic content marketing partner.
YPI wanted the agency to develop a content marketing strategy that increased awareness of YPI and boosted engagement with the brand. Any solution had to be in-line with the highly sophisticated and discerning taste of the UHNW target audience.
Progressive delivered a multi-platform suite of communications underpinned by UHNW intelligence from the wider Progressive Media Group.
This includes 360°, a luxury lifestyle customer magazine, supported by luxury brand sponsors. Distributed globally to the wealthiest individuals, its content combines superyacht market news and trends with features on wealth management, luxury travel and once-in-a-lifetime experiences.
The agency also developed YPI Selection, a high-end app, which is a celebration of the best superyachts YPI represents for charter and sale. Content reflects the impeccably high qualities of the yachts YPI sells, brokers and manages. It has exclusive designer and shipyard interviews, yacht management features and charter destination guides and itineraries. YPI Selection offers existing customers and those new to YPI a wonderful snapshot into the luxurious world of superyachts.
Mark Duncan, head of marketing at YPI, says: “Progressive more than delivered on what we wanted and we are very happy to have the agency as our content marketing partner.”