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Master Yachts times new international advertising campaign with this month's Monaco Yacht Show

In the lead up to the Monaco Yacht Show super yacht management company Master Yachts has engaged Leagas Delaney to launch a brand campaign for its Solandge vessel focussing on friends, family and generosity.

The creative, which is designed to appeal to an elite global audience, coincides with the 2014 Monaco Yacht show taking place and the end of September and will run in print across the UK, US, Europe and Asia before integrating into the brand’s digital marketing in late 2014.

The campaign embraces what the brand believes people value most - quality time with loved ones - and runs under the headline, ‘When you have achieved everything in life, all that is left is your generosity’.

MD and founder of Master Yachts, Richard Masters, said: “The most important thing for us in developing this brand was to be authentic and true to the vision”.

Tim Delaney, group chairman and creative director at Leagas Delaney, said of the work: “The idea of generosity is universal; it speaks to us as human beings. But importantly for Solandge, it’s genuine.

“She was built with this vision in mind from the beginning. Our job was to bring it to life in her communications in a way that can transcend global boundaries.”

Solandge is classed as one of the world’s ‘super yachts’ with a length of 85.1 metres and a beam of 13.8 metres.

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