The Zimmerman Agency of Tallahassee, Fla., has landed its second marine marketing account in three months.
In December, Zimmerman got its feet wet with Monterey Boats of Archer, Fla. The agency has now acquired advertising and public relations duties for Miami's Bertram Yachts, a manufacturer of high-end sportfishing boats whose retail prices begin at $1.4 million.
Neither agency principal Curtis Zimmerman nor client general sales and marketing manager Tom Calhoun would reveal the account's budget. A boating industry source, however, said annual billings would be "comparable to the Monterey account, maybe a little more." Monterey bills $1 million annually.
According to Calhoun, "It was a strange situation" how Zimmerman won the business, which came without a review.
"I was on vacation and Curtis just basically gave us a cold call, wanting to show us his work," said Calhoun. "He pressed quite a bit, and it opened a door . . . He came in with three separate creative campaigns, spec campaigns essentially, and after we saw it, we decided they were the right guys."
Recent advertising for Bertram, which had been handled by Sandlin & Associates of Miami, focused on specific products, including the company's 54- and 60-foot sportfishing vessels. Zimmerman said his shop's initial branding efforts will include print in affluent consumer publications and nautical magazines. New advertising is expected in April.
Zimmerman said he wanted to follow in the creative footsteps of work produced for Bertram Yachts in the late 1970s and early 1980s by Mike Sloan Advertising of Miami. That agency penned the "The sun never sets on the Bertram empire" tagline.