SMZ Sets Sail With Hatteras Ads

Print, Direct Work Tied to Florida Boat Show
DETROIT–Simons Michelson Zieve this week launches work for Hatteras Yachts in conjunction with the Fort Lauderdale (Fla.) Boat Show.
It’s the first major work from the agency since it was formed by the merger of Stone August Medrich & Co., the yacht maker’s agency, and Simons Michelson Zieve, both Troy, Mich.
The centerpiece of the campaign is a 50-page bound brochure in a scrapbook format detailing the company’s boat lineup. The look is carried over into direct mail and print ads that break in November issues of boating enthusiast publications.
The campaign is meant to surround prospects with “a full brand message,” said SMZ senior vice president Rich Williams.
“In the high-stakes, high-cost world of boating at this level, Hatteras is staking out new turf,” Williams said. “The prospecting program included advertising to announce, direct mail to solicit and collateral to move potential customers closer to the decision.”
Hatteras spends about $5 million a year on ads. –Tanya Irwin