THE NEW ITAMA COMMUNICATIONS STRATEGY:
THE POWER OF A “SENSATIONAL” CONCEPT October 3<SUP>rd</SUP>, 2007 - Itama opens the nautical year with an exciting new communications strategy that has been both developed and restyled. This packed and carefully structured plan includes a series of important innovations for a brand that has always been an international benchmark for Italian style in the open yacht sector.
Perfected together with the integrated communications agency AdmCom, this highly organised process of creative exploration and design has led to a number of decisive developments regarding, first and foremost, the Itama coordinated image. This has involved elegantly restyling the visual components, using the classic company colours, but emphasizing the white over the blue. This change continues the company’s insistence on the typically Itama qualities of elegance, sobriety and design purity, combined with a greater emphasis on the character of a product that offers a yachting experience that is direct, airy and highly intense.
The leitmotiv in this new advertising campaign focuses on the universe of the senses and is based on the characteristic element of Itama’s history, philosophy and added values, i.e. its status as the perfect open yacht. Only intense sensations experienced in an open, outright way can truly produce a mark that turns into genuine passion, emotion and memories.
“The more you feel, the more you live”, this is the claim that encapsulates the importance of the perceptions sought by those in search of an immediate, filter-free relationship with the sea, the waves, the sun and the wind. Pure sensations desired by those who love powerful, sports-style driving, exciting, yet safe, wave-skimming races and an open, outright sailing experience. This is Itama’s new interpretation of the word “open”, a vision that is also expressed through the images chosen for the multi-theme campaign designed for the major Italian and European yachting magazines. These images communicate precisely this combination of perception and emotion. A combination that traces all the beauty and intensity of direct contact with the elements on the skin of those who choose an Itama open yacht.
This is not just a campaign then, it is a whole sphere of meaning that describes an authentic style, a refined, open lifestyle. The same idea is also the inspiration for the new style of the company product catalogues that define this frame of reference for each model in the fleet. This new communications strategy, therefore, uses a new creative line to focus on the same themes of sea spirit and evergreen style that the recent Itama campaigns have been based on, as well as finding new ways and forms to promote the tradition and typical values of the brand. This is a process that has already involved restyling the company logo and adopting the tagline “The Pleasure of Power”. And will continue through this nautical year by constantly intensifying the shipyard’s presence at all the major international boat shows and promoting the exclusive company event, the “Itama Power Circle”, first introduced in 2006.
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