We repositioned a nondescript boat rental business as a premium member club. The result? A huge and steady growth in new customers.
Leman Loisirs is a Geneva-based boat rental company targeting only boat license owners. Facing stagnating growth, the company called us for solutions to attract new customers. We identified two major challenges:
- A competition made of more affordable activities, such as license-free electric boats.
- A low aspirational value that didn’t convince potential customers to pay a high price.
|Positioning||A summer hobby||A private member club|
|Place||Geneva||Port des Eaux-Vives|
|Product||Boats for rent||A fleet of boats|
|Promotion||“For people who cannot afford a boat”||“For people who want to access a fleet of boats”|
|Physical evidences||Advertising stickers on the boats’ sides||Exclusive merchandising items|
|Process||Pre-paid credits||Membership tiers|
Repositioning the business
These insights revealed the need to reposition the company as a premium provider. To do that, we needed to think differently about Leman Loisirs: From “a summer hobby” to “a lifestyle investment.” The new name Boat Club Geneva was created to emphasize this new frame of reference.
We then adapted the tone of voice. Instead of customers, we spoke about members. Instead of “boats for rent”, we spoke about “accessing a fleet of boats.” Instead of a “credit system”, we spoke about “membership tiers.”
To bring this positioning to life, we created a new visual identity. The logo was inspired by the aesthetic of private sport clubs. Evolving around shades of blue, the color palette gives a classical and masculine look. Finally, the pictures showcase not only the boats but an entire lifestyle.
Major impact on the top line
The Boat Club was ready to launch. Besides the new website, we created editorial content for the Facebook page. The premium image and increased communication convinced new customers to become members of the Geneva Boat Club. In less than four months following the rebranding the customer base grew by 30%.
Increase in revenue two years following the rebranding
Increase in the number of customers two years following the rebranding