Dominator Yachts goes on tour with new communication

In the Italian Fano, at Dominator Yachts, a lot has happened in the past months. Among others the topic of international communication has been redesigned, for which the team of CEO Werner Schill has chosen an agency from Germany, specialised in lifestyle and fashion.

The Lach Communication Group, Nr. 38 of the top 50 German owner-agencies, was able to convince the company of great tradition without a pitch. Already in March the positioning, concept, literature and website was redesigned only to be now put together piece by piece for the ‘Salon de la Plaisance’ in Cannes 2012.

For the upcoming ‘Boot 2013’ in Dusseldorf the entire campaign-machine will start for the company, which is chaired by Werner Schill as CEO since october 2011.

“To us it is important to get new impulses from the fashion know-how of the agency and to generate completely new communication approaches, which we would never get from an established agency in the yacht segment.

Additionally, the owner of the agency Thomas Lach is an enthusiastic skipper himself, so you quickly speak the same language”, so Werner Schill. The quintessence of Austrian thoroughness and Italian design was perfectly interpreted by the agency and forms the DNA of Dominator Yachts.

“In the past our positioning was a bit unspecific, for the future it is going to be precise and to the point”, promises Schill. Dominator Yachts is the second biggest wharf that confides in the work of Lach. Already in May 2011 the agency developed the relaunch for the biggest traditional wharf of the Netherlands, Linssen Yachts, which was prized in the current yearbook of advertising. Mönchengladbach, therefore, perfectly knows how to handle the topic yacht.

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