Bavaria Yachts USA was appointed as the sole US importer, distributor and dealer for Bavaria yachts in the USA. The challenge was to launch the Bavaria Yachts brand in the highly competitive US yachting market with the new Cruiser models designed by Farr Yacht Design as well as the spacious Vision series - in just three months.
The marketing strategy was to raise awareness amongst the US yachting press and boating audience as quickly as possible. Working in partnership with BVI based Broadsword Communications, a new website was built in parallel with an aggressive PR plan through editors of Sail, Cruising World and Chesapeake Bay magazines.
Bavaria Yachts opened for business in Annapolis. The website was completed on time and, through a series of launch events in the months leading up to the 42nd US Sailboat Show in October, numerous feature editorial articles and targeted online advertising, well over 1 million members of the yachting public were reached.