SMZ Shifting Course on Hatteras

New Tag, Focus on People Among Changes
DETROIT–Simons Michelson Zieve’s new work for Hatteras Yachts focuses on people instead of specific boat models. The campaign launches this week in conjunction with the Miami Boat Show.
The work aims to emphasize the company’s overall brand image, said Kim Riley, account supervisor at the Troy, Mich., agency.
It’s the first time in almost a decade that people are featured in Hatteras ads, and the first time ever that they are the central component, Riley said. The ads also use a new tagline: “Hatteras. Life redefined.”
“The tagline really comes from listening to the people who own the boats,” said SMZ senior vice president Rich Williams. Hatteras owners are “intensely proud” of their yachts and very loyal to the brand, he said.
A two-page print spread will appear this month on the inside front cover and first page of boating publications Power Motorboat, Yachting and Marlin. The ad will also run inside Motor Boating & Sailing and Boating.
Hatteras spends about $5 million a year on ads, per Competitive Media Reporting.

Publish date: January 31, 2000 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT