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September October 2019 Marina World

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How a top name boosts business profile Camper & Nicholsons is widely recognised to be one of the world’s oldest and most prestigious yachting brands. With its English boat building origins dating back to 1782, it is a byword for design excellence and performance. Today, these qualities underpin its consultancy work, marina management, investments and waterfront developments. The growth in luxury branding is accelerating, with schemes such as branded property residences and name-dropping kudos in homewares, cars, jewellery, technology, and more. Andrew Garland, business development manager at Camper & Nicholsons Marinas (C&NM), explains: “Boat owners want the five star hotel service they experience whilst travelling to be in their marinas too, and we work with developers who are keen to partner with upscale brands to help distinguish the marina destination in the market.” At a C&NM branded marina, berth holders are guaranteed to experience a high level of service, backed up by financial, operational and marketing support from the team at C&NM offices in Hong Kong and St James’s Street, London. However, yacht owners choose to berth at a marina because of its location and intrinsic qualities, not just because it is a branded marina. The C&N brand supports and promotes each marina’s unique location and offering, whether it be Grand Harbour Malta’s UNESCO World Heritage Site on the crossroads of the Mediterranean, Port Louis Marina’s authentic Southern Caribbean charm or the Turkish flavour of Çesme Marina’s iconic sailing and racing character. C&NM destinations offer value and premium quality service; key factors when growing a Grand Harbour Marina (above) and Çesme Marina (right) benefit from a brand that supports and promotes their unique locations. PROFESSIONAL CONSULTANCY marina business in an emerging marina destination. International brand presence A strong brand name provides international reach for marinas and yachting clients. C&NM owns, operates and manages some of the most prestigious marina destinations and believes it is the strength of its brand that presents a unique offer within the industry. “We leverage our team’s deep understanding, from initial concept design through to fully operating marina, with the use of the Camper & Nicholsons Marinas brand differentiating the marina. Our brand specialises in evolving standalone marinas into full mixeduse developments, complete with residential, commercial and retail elements that have great synergy between land and water,” Garland adds. Laura Muirhead, communications and marketing manager, expands: “The benefit of our brand is that our owners, captains and crew recognise our marinas as unique and sustainable year-round destinations and know the level of personal service and quality facilities they can expect at each marina destination bearing the Camper & Nicholsons Marinas brand name. This ensures brand consistency, customer loyalty and makes our marinas destinations of choice for discerning yacht owners around the world.” “The locations of our marinas have been carefully selected to bring the very best in exclusive, unmatched interest and beauty - with all the facilities expected from such a prestigious yachting brand. Location is key but the power of a brand should never be underestimated,” Garland concludes. - September/October 2019 35

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