If Einstein created (and marketed) a yacht . . .

by Jeni Bone on 9 Apr 2013 Named ‘Relativity’, the latest concept yacht from Dutch builder, Feadship is based on what concepts Albert Einstein might have looked for if he had commissioned a custom built yacht.

The first marketing campaign for the brand by Amsterdam Worldwide, a model of the 90 metre vessel was unveiled at the Monaco Yacht Show in 2012, backed by experiential and digital activity.

Its launched was supported by a raft of experiential and digital activity. Relativity is the first chapter in Amsterdam Worldwide’s strategy that will deliver a content-driven story platform for this most demanding and exclusive luxury audience.

Einstein was selected as the first Future Concept 'client' because he was an interesting and passionate scientist with a great sense of humour, who incidentally was also a passionate sailor and owner of yachts during his lifetime. Relativity’s design speculates about how Einstein might have used a superyacht to spread a message of knowledge and innovation around the globe.

Brian Elliott, founder and CEO of Amsterdam Worldwide, said: 'Feadship prides itself on its discretion, which prevents us from sharing the intimacies of its clients’ custom creations.

'Past Future Concepts have focused on innovation and design, but together we saw an opportunity to tell the Feadship story based on an historical figure’s ultimate wishes; and in this way show something very close to the actual journey of a real Feadship client.

'Superyacht advertising is very traditional, and not known for its marketing innovation. We wanted to create a campaign that would enable Feadship to spark a story across multiple platforms that would get prospects, owners, captains and crew to talk about and engage with the brand. Our Relativity Future Concept does just that.'

Francis Vermeer, Head of Marketing at Feadship said: 'By harnessing the values and desires of Albert Einstein, we created a communications platform to bring to life the journey of the custom creation of a Feadship. Einstein was famous for having a sense of humour and it was great fun to speculate how he might have criss-crossed the oceans with his fellow scientists on a Feadship.

More at www.feadship.nl