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PRINCESS ATTEMPT TO SET NEW WORLD RECORD TO CELEBRATE WORLD OCEANS DAY IN PARTNERSHIP WITH MARINE CONSERVATION SOCIETY AND SEABOB

On Friday 8th June, 2018, Princess Yachts in partnership with the Marine Conservation Society, Seabob and UK National Freediver Champion Georgina Miller, attempted to achieve the greatest distance travelled underwater in a single breath using a diver propulsion vehicle in open water.

After several attempts Georgina achieved a distance of 137m in a single breath while utilising a Seabob. Unfortunately, due to adverse sea conditions near the Eddystone Reef, Plymouth UK, 12 miles from the home of Princess Yachts, a record was not set at this time.

This campaign taking place on World Oceans day did however generate huge awareness around the continued conservation work on the reef through Princess Yachts’ social media channels which were taken over by Oceanographic Magazine. If you missed the live coverage of this unique event, we have captured exclusive behind the scenes footage which will be shared online. The attempt involved a huge amount of crew and although the target distance was not reached this time, hopefully the whole team can reunite soon to accomplish the world record.

Princess and the Marine Conservation Society

As a brand with its heart on the sea, Princess Yachts feel strongly about protecting the ocean and the wildlife that call it home. Princess became the first luxury yacht brand to officially partner with the Marine Conservation Society (MCS) supporting the charity to protect and sustain marine environments for future generationsThe ongoing collaboration sees the two brands working closely together on a series of initiatives to help safeguard both UK waters and specific projects across the world, raising money for essential conservation work and driving awareness amongst Princess customers on the importance of protecting the oceans.

As part of the collaboration Princess Yachts became custodians of the Eddystone Reef. The reef is a newly protected site following a landmark win for MCS and partners Client Earth to protect wildlife and habitats from unregulated fishing. Now, thanks to the financial support from Princess, Eddystone is undergoing pioneering research to assess how the marine life is recovering after the prevention of bottom-towed fishing gear and dredging – the data from which will be used to help spearhead future protection measures.

Mike Crossley, Director of Fundraising and Marketing at the Marine Conservation Society added: “We are delighted to be partnering with such an industry leader to protect the marine environment. However 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, protect wildlife and habitats and are helping to preserve our seas for future generations.”

Speaking shortly after Georgina resurfaced – Kiran Haslam, Marketing Director at Princess Yachts said: “ The entire Princess family is really proud to have been able to support and attract the right attention and success to this cause via this world record attempt. In the past 12 months, we have managed to raise in excess of £100,000 for the Marine Conservation Society to continue to protect our seas. Our ongoing commitment will see Princess activate another important conservation campaign over the coming months, and this time we will be focussing on protecting fragile seagrass beds as an additional cause to Eddystone and other territories around the world. We are doing this whilst implementing a ‘single use plastic free’ environment at all of our events across the Princess Yachts Limited business.”

Princess and Seabob

Additionally, building on a previously successful partnership with renowned high performance water toy specialists CAYAGO AG, Princess developed a new “Volcano” limited edition F5 S Seabob, using the imaginative artwork from the children’s book ‘Enid & Her Magic Yacht’, (proceeds of which also go to MCS), to create a unique product that can be enjoyed by all the family. For every one of the limited edition products sold, Seabob also donates €345 directly to MCS.

As a zero emissions device, SEABOB shares a desire to protect the oceans that aligns with both Princess and the MCS. Speaking of the partnership Peter Walpurgis, CEO of CAYAGO, commented: “We can’t stress enough the importance of preserving marine environments, as it is both ours and Princess’ playground. The main objective of our partnership with Princess is to use our global presence and customer network within the maritime sector to gain further support for the Marine Conservation Society. For every ‘SEABOB Volcano edition’ sold, we donate €345.00 directly to the Marine Conservation Society.”

The all-new R35 from Princess is unlike anything that has come before, and is a seismic shift away from what the luxury yacht industry is used to seeing. A full carbon fibre hull houses two modern V8 petrol engines that deliver exceptional performance. On top of that, Princess has worked with America’s Cup racing legends BAR Technologies to implement advanced foil technology, which powers the yacht to 50 knots†.

Designed in collaboration with acclaimed styling house Pininfarina, marrying substance with unmatched style, the R35 is about to re-write the rule book for motor yachts, as will the way it is being launched by the Plymouth-based luxury yacht manufacturer.

Over the past few weeks Princess revealed a first of its kind TV campaign for this ground-breaking new yacht. The month long campaign is currently on air and was inspired by Japanese Anime and Manga style illustrations, which is a style that has never before been used by a luxury yacht brand. This unique campaign teases the top secret new yacht – which is still in development and prototype testing – that is due to be launched in September this year.

The unpredictable TVC creative brings the R35 to life in a unique way, in stark contrast to anything previously produced by Princess.

The wider media campaign comprises vibrant Manga inspired print ads, the 30 second Anime TV ad and a 90 second version of the Anime video which conveys the whole story – a mystical encounter, a game of cat and mouse, and an exhilarating sprint across the water – utilising a strong female lead character in a very sophisticated anime style.

The TV commercial first aired across Sky via AdSmart over the Easter weekend, allowing Princess to target bespoke viewer profiles – The World Class Wealth and Premium fortunes, reaching the top 1% of homes in the UK. The original story behind the video was the brainchild of Princess’ Marketing department and was brought to life via a partnership between Craft Films and renowned animation studio ‘Breakfast of Champions’. Together they developed a series of unique characters and animated them into a comprehensive film. As well as the bespoke visuals, Princess commissioned an original soundtrack called “Refoolution”, written and recorded by the celebrated Australian act ‘Gando and Dr K.’

Speaking on the inspiration for the video, Kiran Haslam, Princess’ Marketing Director said, “Anime is a true-to-life yet still symbolic representation of reality. The use of it in our campaign means we can showcase the feel of the R35 without giving away the final look of the boat. Brands usually use simplistic illustration to create a whimsical feel. We wanted to use traditional Japanese techniques and compositions to create something more cutting edge, inspired by the great Anime films including Akira, Ghost in The Shell and Afro Samurai, and with details and depth more commonly found in Studio Ghibli style films, to show how exhilarating the new R class will be.”

The unique video campaign builds intrigue just before Princess releases more content on the R Class, and goes into detail on the revolutionary yachts Active Foil System and stunning design. This September the boat will be revealed at the Cannes Yachting Festival, and up until that point Princess has placed distinctive Manga-style movie poster print adverts across publications traditionally not explored by the marine industry, including Rolling Stone, RAMP, National Geographic, Wired UK and Wallpaper*

Seamlessly blending top end luxury with progressive performance technology, the R35 is a whole new breed of yacht, and is ready to disrupt the industry. Just like its media campaign, the R35 is revolutionary, reflecting Princess’ extraordinary 53-year journey of UK manufacturing in its finest form.