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New Tag, Focus on People Among Changes
DETROIT–Simons Michelson Zieve’s new work for Hatteras Yachts focuses on people instead of specific boat models. The campaign launches this week in conjunction with the Miami Boat Show.
The work aims to emphasize the company’s overall brand image, said Kim Riley, account supervisor at the Troy, Mich., agency.
It’s the first time in almost a decade that people are featured in Hatteras ads, and the first time ever that they are the central component, Riley said.
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