Back to Projects

Fly Murcielago

-

The Adcock Group

Positioning & Integrated Branding

Overview

Murcielago is a 100 foot high-performance superyacht capable of cruising at an incredible 50 knots. Its owner had a vision to create a charter business targeting high-net-worth individuals for private cruises on the Med, Caribbean and Pacific. Our job was to position and brand Murcielago to appeal to this ultra high-end luxury market, turning her power, range and speed into a compelling benefit worthy of USD55,000 a week. And create a marketing platform to engage customers and inspire customers to experience Murcielago on their own great adventure.

Murcielago is a 100 foot high-performance superyacht capable of cruising at an incredible 50 knots.
Strategy

The people who will charter Murcielago live at a different speed to others. They change countries like they’re popping next door. Their range and appetite for the globe is without equal. They are the jet set, because that’s how they travel. We wanted to position the superyacht Murcielago, with its breathtaking luxury, speed and range as the private jet aircraft of the sea.Like the first-class to which they’re accustomed, it offers our target the ultimate place to relax, without denying them the power and mobility they need to maximise their only limited resource – time.

Murcielago gives you power to experience more in a day. It is the Lear Jet of the sea.
Identity

Essentially we wanted to create a private airline brand for a boat. This meant combining the concepts of speed, aviation and nautical technology with sophistication. It also meant taking the personality and meaning in the name Murcielago – ‘bat’ in Spanish – and expressing it in a simple and striking way, speaking to the boat’s proposition: Where luxury meets velocity.

Where luxury meets velocity.
Film Series

Bringing to life the positioning ‘Lear Jet of the sea’, we created a travel adventure series called ‘Fly Murcielago’. Each film tracks one incredible week aboard Murcielago on one of the world’s great waterways. Documenting like a ship’s log all the places you can experience thanks to its breathtaking luxury, speed and range. The first in the series is The Cuban Adventure.

"Fly Murcielago. The Cuban Experience."
Digital

The website murcielago.com is designed to operate as Murcielago’s primary information, engagement and booking platform. Featuring the Fly Murcielago film series, photo gallery and info on accommodation, toys and technical capabilities, it also includes an interactive map experience that enables users to explore adventures from the film series in geeky detail.

The interactive map enables users to explore adventures from the film series in geeky detail.
Photography

Using a combination of aerial, on-water and onboard photography, we created a library of hero imagery of Murcielago in-flight and in situ at a diverse range of iconic destinations. Capturing her dynamics, capabilities and comfort, this photography is used on the website, social media and PR.

Hero imagery of Murcielago in-flight and in situ at a diverse range of iconic destinations.
Collateral

Although the website plays the role of marketing hub, we also created a range of digital collateral including this PDF Brochure and various on-board experience items, like printed personalised cruise plan and wine list.

Apparel

Working with the ship’s captain, we created a range of crew apparel as well as branded soft furnishings, bedding, towels and on-board guest garments, like après swim wraps, bathrobes and wind cheaters. From the practical to the luxurious, guests Fly Murcielago in comfort and confidence.

From the practical to the luxurious, guests Fly Murcielago in comfort and confidence.
Social

Like high performance cars, the world of high performance superyachts is heavily coveted. A number of ‘spy’ sites, luxury lifestyle portals and individuals with massive followings specialise in sharing shots of boats in action or in port at exotic destinations. We drip feed these influencers imagery of Murcielago, generating thousands of likes, comments and shares, and traffic to murcielago.com

Like high performance cars, the world of high performance superyachts is heavily coveted.

Share