The Republik’s Luxury Ships Sail In

BOSTON Carver Yacht Group in Pulaski, Wis., a unit of Genmar Industries, has tapped The Republik in Durham, N.C., for advetsing and marketing services covering the company’s Carver and Marquis Yachts brands.

The incumbent agency was Archetype Group, Green Bay, Wisc. The marketing budget exceeds $3 million, supporting direct mail, Internet and print advertising, as well as event marketing, collateral and trade shows. Work breaks in July.

The Republik has handled Genmar’s Triumph Boats division since May, 2005.

Client group vp, sales and marketing Brad Andress said, “The Republik demonstrated a solid brand development process that will help us determine product strategies, competitive advantages, and a unique media approach.”

Carver was founded in 1953 and produces world-class motor yachts priced starting at $1.5 million.

The Republik is an employee-owned agency with additional offices in Charlotte, N.C., and New York. Other key clients include Community Builders and Consolidated Shoe.

The Republik’s most recent effort in luxury marketing saw it assist Riley, a Raleigh, N.C.-based company determined to “turn upscale new homes into media vehicles” by allowing sponsors to purchase product-placement space inside houses.