Sunseeker London Yachts Assigns Its Digital Business

TBWA\Chiat\Day lands the account after a review

Another luxury travel brand has hired an agency to lead global digital marketing.

TBWA\Chiat\Day in New York will create digital ads and redesign the websites for Sunseeker London yachts and its affiliates. Account revenue is estimated at $1 million.

The Omnicom Group agency landed the business after a review in which there were a handful of other finalists. The identities of the other contenders could not be ascertained.

TBWA\C\D stood out for its “passion and understanding of the Sunseeker brand and thorough user experience,” said Harry Bristow-Holmes, brokerage director at Sunseeker London, the largest distributor of Sunseeker yachts.

Sunseeker’s selection comes in the wake of NetJets hiring Havas Worldwide as lead digital agency. NetJets positions itself as efficient air travel for the well-heeled.

In contrast, Sunseeker represents perhaps the ultimate badge for the rich and famous. Its boats sell for anywhere from $1 million to $30 million, with the most expensive in the fleet measuring 155 feet long and accommodating 10 people and a crew of 11.

TBWA\C\D New York president Robert Harwood-Matthews described Sunseeker as an iconic brand, adding that his agency is “pushing to evolve the site design and user experience beyond lifestyle [and] toward being a shopping companion.”

And while TBWA\C\D lands digital responsibilities for the brand's main distributor, the manufacturer, Sunseeker International, continues to use McCann Erickson in Birmingham, England, for its creative needs, including traditional advertising, digital marketing, direct marketing and public relations. The manufacturer’s media agency is Interpublic’s UM.

Chinese real estate developer Wanda acquired Sunseeker International for more than $500 million last year.