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Lusben is a well-known and long-established Italian refit shipyard with facilities in Viareggio and Livorno. Founded in 1956, the shipyard subsequently became part of the Azimut Beneti Group. Today, with the experience and know-how from over 1,000 yacht refits, spanning more than 60 years, Lusben has the competence, technical knowledge and skilled artisans capable of managing yachts from 20 up to 140 meters.


Scope of Work

Coote & Co. was appointed to review and plan Lusben’s entire marketing strategy in conjunction with Group representatives from Azimut Benetti as well as the local, onsite management team. Working in conjunction with SVI Design in London, we developed and implemented a new brand identity which was subsequently rolled out across all communication channels, culminating in a brand relaunch at the Monaco Yacht Show.


Brand Strategy

Brand Identity

Marketing Communications

Marketing Planning & Budgeting

Marina Development

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