Marine
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Luxury yacht OEM + service network
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Brand, media, content, web
Hinckley is one of the great names in American boatbuilding — a luxury yacht OEM with a service business that spans 10+ boatyards from Maine to Florida. ARSNL runs brand and performance media across both sides of the business: new yacht inquiries that feed the sales team, and service program demand that fills the yards. The through line is a marketing program that reaches HNW buyers and existing owners on the channels they use to decide.
Client
Hinckley Yachts
Footprint
10+ boatyards, Maine to Florida
Scope
Brand, paid media, content, web, service-program marketing
Audience
HNW yacht buyers and existing owners across the East Coast
The brief
The luxury marine category moves with the macro. Buyers research for months, the units are big-ticket, and the buying signals don't live on a single channel. The service side is its own marketing problem — multi-location, seasonal, and built on owner relationships that the brand has to keep earning.
Hinckley needed a program that worked for both: qualified leads into the sales team for the new-yacht business, and booked service work across the boatyard network. One brand. Two commercial outcomes. A marketing program accountable to both.
What we did
We treated the OEM and the service network as one commercial system — same brand, same audience science, two demand engines.
- Brand and content. Yacht and lifestyle photography, brand and product films cut for paid social, web, and dealer use.
- Programmatic and paid social. HNW audience targeting against ownership, upgrade, and income signals, with creative variants by model and by region.
- Search and web. Brand and product sites engineered to convert serious buyers, with a multi-location service architecture across 10+ boatyards.
- Service-program marketing. Campaigns for repair, refit, and storage aimed at lifting booked work across the yards.
- Measurement. One reporting view across new-yacht MQLs and service bookings, by region and channel.
Selected work
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Creative · Marine
Brand worthy of the build.
Creative that lives up to the boats —premium, restrained, made for owners who know.
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Web · Lead capture
MQLs the sales team trusts.
Digital lead capture and content that lifted MQLs 25% across boatyards from Maine to Florida.
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Media · Network reach
One brand. Ten-plus yards.
Same media and content system run across the boatyard network — Maine to Florida.
The results
25%
Increase in MQLs and sales goals attained for the new-yacht business.
10+
Boatyards from Maine to Florida marketed as a unified service network.
2 sides
OEM and service marketed as one commercial system — new-yacht and service measured together.
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Why it worked
Marine marketing fails when it pretends to be auto or aviation. The work is photographed on the water, the buyer is researched, and the service side gets the same creative discipline as the new-yacht side — not a brochure afterthought. That's how a luxury OEM and a multi-location service network add up to one brand program instead of two disconnected ones.
The same operating model now powers our wider marine practice — Invincible, Yellowfin, Suzuki Marine, and Fluid Marine.
What's next
Then let's plan to get there.
