Case study: SELEX

“The results of our collaboration with Cognition have been nothing short of fantastic.”

John Hodder, Head of Yacht Technologies, SELEX

Learn how we helped a long-established maritime business to successfully enter the luxury yacht sector.

The business

With a heritage in marine communications that stretches back to the invention of Marconi’s first marine radio, SELEX Communications is the UK leader in commercial maritime communications and part of the global Finmeccanica group.

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The challenge

Having established themselves as leaders in the commercial market, SELEX Communications approached Cognition to explore the possibility of moving into the luxury yacht sector.

The solution

Cognition began by undertaking an in-depth industry analysis on the viability of expanding into the leisure sector. When our report found that SELEX was ideally placed to take advantage of a gap in the market, we were commissioned to launch a new luxury yacht division with the objective of securing orders to the value of £1 million by the end of year one. 

We created guidelines for a new brand – Yacht Technologies – with a high-end look and feel, and then rolled it out across a website, brochure, direct mail and press and online advertising. The official launch took place at the 2009 Monaco Yacht Show, for which we designed a bespoke exhibition stand and video floor. 

A comprehensive PR strategy was implemented to create media interest before and during the show, supported by sponsorship of the official business centre and the harbour-side bar for captains and crew.

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“The response we’ve had since Monaco has exceeded all expectations.”

John Hodder, Head of Yacht Technologies, SELEX

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The results

  • As a direct result of launch activity, SELEX quoted on orders worth £7 million
  • The huge success of the European launch was matched in the Middle East at the Abu Dhabi Yacht Show, where a collaboration with world-renowned technology provider Advanced New Technologies (ANT) was announced
  • Visibility at both shows was extremely high, and extensive PR coverage was achieved across key trade media both on and offline
  • A move into the US market is now planned, beginning with the Fort Lauderdale International Yacht Show