IN AUGUST 2016, Princess became the first luxury yacht manufacturer to officially collaborate with the Marine Conservation Society (MCS), helping the charity support and sustain marine environments for future generations.
Together with MCS and Seabob manufacturer Cayago AG, Princess initiated an awareness campaign spearheaded by the production of an illustrated children’s storybook to highlight the importance of marine conservation to a new audience. Proceeds from the book’s sales go directly to MCS.
The book, Enid & Her Magic Yacht, is designed to engage with younger generations and appeal to Princess customers who consider family time of primary importance when aboard their yachts.
Illustrated by renowned artist Jaume Vilardell, the story teaches compassion and social awareness via a tale of a girl aboard a superyacht who encounters musical sea creatures and saves the day during a volcanic eruption.
Princess also worked with Cayago AG to develop a limited-edition “Volcano” Seabob F5 S, a zero-emissions device featuring artwork from the children’s book. For every “Volcano” Seabob sold, Cayago donates €345 directly to MCS.
Mike Crossley, MCS’s Director of Fundraising and Marketing, said: “We’re delighted to be partnering with both of these industry leaders to protect the marine environment. Whichever way you love the sea – in it, on it, under it or by it – by supporting MCS you are part of a movement to reduce marine litter and protect wildlife and habitats, and are helping to preserve our seas for future generations.”
Peter Walpurgis, CEO of Cayago, said: “We can’t stress enough the importance of preserving marine environments, as it is both our playground and Princess’s. The main objective of our cooperation with Princess is to use our global presence and customer network within the maritime sector to gain further support for MCS.”
Alongside the campaign, Princess established an understanding with MCS to ensure only sustainable seafood is served at all of their official events.
Kiran Haslam, Marketing Director for Princess Yachts, said: “In accordance with ISO 14001 and through Resin Infusion, EU timber regulations and PEFC chain of custody, we are undoubtedly on the right path of sustainable manufacturing.
“But there are always ways for continuous improvement and our partnership with MCS will facilitate a close interaction with a network of dedicated marine experts to really help change the course of modern boat building.”
Princess’s other partners include Plymouth Gin, which is headquartered at the historic Black Friar’s Distillery in Plymouth. The super-premium gin is distilled in artisan style from small batches in a vintage copper pot from a recipe that dates back to 1793. The two brands have worked together at various events, including last year’s Cannes Yachting Festival.
“We are both brands that are unique in our Plymouth origins and our dedication to craftsmanship,” Haslam said. “Just as every bottle of Plymouth Gin is crafted in the South West, in a historic setting, so too are our yachts. Our events bring our brand partnership to life and we are delighted to be working with this fantastic Plymouth brand.” Earlier this year, Princess signed a three-year sponsorship deal with Bentley Motorsport. The tie-up was announced in April at a special event in Singapore, where a Bentley Continental G3 was on display at Fullerton Bay Hotel and a Princess S60 sailed guests around Marina Bay.
Princess branding is seen on the livery for the Continental GT3s racing in the Blancpain GT Series in Europe, Pirelli World Challenge in the USA and China GT series in Asia. In addition to branding, the partnership will also include joint activities that link the worlds of luxury yachts and motor racing.
The “Volcano” Seabob F5 S was developed as part of Princess’s collaboration with the Marine Conservation Society.
Middle: Plymouth Gin and Princess team up at last year’s Cannes Yachting Festival.
Bottom: Princess branding on the livery for the Bentley Continental GT3s.