Fraser Yachts
In 1947, David Fraser, established a yacht brokerage on the West coast of the US. Thanks to his hard work, high standards, honesty, integrity and strong ethics, his humble venture grew to become a leading international player. Today, Fraser Yachts is a full-service yacht brokerage company with 21 offices around the world and over 160 staff. As a global-leader in yacht chartering, brokerage, yacht management and new builds, they rank in the top tier of full-service superyacht brokerage houses. Outstanding performance in recent years led to them being acquired by MarineMax in 2019.
Scope of Work
Coote & Co. was appointed to undertake a major overhaul of the brand strategy and marketing communications at a time when the company was losing market share to new, dynamic and more visible competitors. The key objective was to breathe new life into the brand and re-invigorate and modernise the company’s appeal by capitalising on the brand’s valuable equity that had been built up over many generations.
Brand Strategy
Brand Identity
Market Research
Product & Service Development
Marketing Communications
Marketing Planning & Budgeting
International Business Development
