Burgess’ Moonraker
Super yacht brokerage Burgess Yachts is celebrating its 40th anniversary with the release of a new boat that recalls James Bond’s presence in the Bahamas.
James Bond has been a favorite character among luxury brands with his high-quality taste in cars and watches. Focusing on a famous character allows both aspirational and affluent consumers a chance to associate a specific brand with their fantasies of emulating James Bond.
“The character of James Bond is iconic, known for his intelligence and sophistication, much like the purveyors and users of yachts,” said John Casey, senior vice president of Havas Public Relations, New York. “At this time of year, highlighting escaping on a yacht during cold snaps or blizzards seems like an ideal way to get luxury consumers to think about chartering a yacht in warm locales.”
Mr. Casey is not affiliated with Burgess Yachts, but agreed to comment as an industry expert.
Burgess Yachts was unable to comment by press deadline.
Bond, James Bond
Traveling to the Bahamas in style on the Moonraker is likely to make any consumer feel as if they were in a James Bond movie.
The boat kicks off Burgess Yacht’s 40th anniversary by enticing consumers to travel to the Bahamas from New England. The anniversary and boat coincides with the release of the new James Bond film, Spectre, expected in theaters later this year.
Moonraker reaches speeds of 40 knots and can host up to nine guests with its four cabins.
Other luxury brands have brought their guests into a surreal James Bond world.
Moonraker
For instance, the Dorchester Collection targeted literary and film enthusiasts by transporting guests into a James Bond-like experience following the Sept. 26 release of author William Boyd’s newest book “Solo.”
“Breakfast with Bond” at The Dorchester encompassed a book reading and a host of events and activities that may have evoked a Bond-like mood. Aligning the hotel’s atmosphere with a well-known character likely created a cinematic aura that drew consumers from diverse backgrounds (see story).
Also, British automakers Aston Martin and Rolls-Royce were featured in the “Bond in Motion” exhibit Mar. 21 at the London Film Museum, commemorating the James Bond franchise that has boosted the prestige of many auto brands.
The 1964 Aston Martin DB5 from “Goldeneye” and Goldfinger’s Rolls-Royce Phantom III were among the vehicles on display. For luxury brands focused on touting heritage, recognition by independent museums acts as a rite of passage (see story).
Consumers will be able to travel like James Bond on Moonraker starting this winter in the Bahamas and then on chartered trips from New England to the islands in the summer. Trips cost $217,000 a week.
Hollywood influences
Using celebrities for marketing purposes allows brands to reach a wider audience of enthusiasts.
For example, Mandarin Oriental added Morgan Freeman to its celebrity endorsement campaign that provides a rolling series of approvals for properties.
The “He’s a Fan, She’s a Fan” campaign leverages the vast fan bases of actors and actresses, artists, designers and musicians. The brand is able to impart a sense of authenticity by targeting celebrities who visit properties on their own accord rather than wrangling the hottest celebrity (see story).
Also, French atelier Chanel enlisted musician Pharrell Williams to star in a film directed by Karl Lagerfeld.
The mini-film also featured Chanel and Mr. Lagerfeld favorites, model Cara Delevingne and Hudson Kroenig, the son of another brand and designer muse, model Brad Kroenig. In the past, Chanel tended to use only fashion models for campaigns, but as the lines between model and celebrity have blurred, the house has incorporated the industry’s best-known faces into its efforts (see story).
Creating a parallel with a celebrity or movie character creates buzz from a wide audience.
“Renting a super-yacht or getting a seat on a space shuttle are surely the ultimate escapes,” Mr. Casey said.
“Perhaps linking Burgess’ new Moonraker to the famous James Bond movie that deals with the theft of a space shuttle is a way to tie those thrilling vessels of travel together,” he said. “And, perhaps the name underscores the out of the world experience of super-yachting.”
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York