Case study: Pearl Motor Yachts

"Cognition has played a vital strategic role in Pearl’s journey from little known boat builder to the fastest growing luxury motor yacht builder in the UK"

Iain Smallridge, Managing Director, Pearl Motor Yachts

Learn how we helped Pearl Motor Yachts launch into the competitive luxury yacht sector.

The business

Pearl Motor Yachts is the UK’s fastest growing luxury motor yacht builder and Cognition’s oldest client from 1998. The company has dealerships in the UK, Mallorca, France, Spain, Greece and Cyprus.

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The challenge

Cognition was tasked with establishing the Pearl brand while the yachts themselves were in the planning stages. In the highly competitive motor yacht market, reputation is key, and we had to create sufficient interest to compete with larger players like Sunseeker and Princess.

This included attracting third party investment, to launch a new brand into highly competitive sector, and raise awareness in the marine and luxury sectors.

Long term goal was to increase market share of the luxury motor yacht market by the establishment of a dealer network across Europe.

The solution

Working from 3D elevations, we took the product to market, producing printed collateral and developing the brand’s online presence. Since then, we have provided strategic PR and ongoing media relations across the national, marine and business media through profiles, by-lined feature articles, sea trials and news announcements.

Cognition supported Pearl at all major international boat shows, providing one-to-one briefings with journalists, offering a press office function, organising media launches, online PR, and managing front of house networking.

Other partner events included joint promotions with brands such as Bentley UK.

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Our brand accurately positions our product as exclusive and desirable and Cognition’s approach is both commercial and effective."

Iain Smallridge, Managing Director, Pearl Motor Yachts

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The results

  • Attracted more than £3 million investment
  • Established significant ongoing presence in pan-European marine media, nationals, luxury lifestyle and regionals 
  • Increased profile attracted dealerships including UK, Ireland, France, Portugal, Spain, Mallorca, Greece, and Cyprus
  • Formed a long-term strategic association with highly-acclaimed British interior designer, Kelly Hoppen MBE