Case Study: International America Cup Class, San Francisco

Project Title:
IACCSF Marketing Sales Kit

Project Category:
Collateral, Identity Design

The IACCSF is known for organizing vintage America Cup Class yacht races on San Francisco Bay and creating a market for potential yacht buyers. They approached Artisan to help reassess their collateral, the company's primary marketing tool.

They had two primary target audiences: 1) potential advertisers for yacht sponsorships, 2) high net worth individuals as potential yacht buyers. We determined that the best way to effectively reach these two distinct audiences was not with a single brochure as they had been doing in the past, but rather using a package with a unique modular approach.

Visually sophisticated, customizable and capable of addressing the specific interests and needs of each of target audience, our modular brochure consisted of an introductory piece explaining the IACCSF and two smaller targeted brochures with inserts personalized to a specific recipient. We also produced a handsome package for DVD footage.

Delivered on time and budget, the brochure facilitated IACCSF to raise the $7 million in sponsorship funds they set out to obtain. The piece proved to be very high impact So much so that the project was eventually expanded to include logo, logotype and web site redesigns.

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