Yachtique – Elite Yachting Services was launched in 2008 and encompasses all of the luxury yacht services offered by the Azimut Benetti Group. This major new division was founded with the objective of offering clients fully comprehensive superyacht support. For the first time ever, yacht owners can benefit from full assistance, expertise and professional advice through one single organisation. Yachtique can ensure peace of mind throughout the entire lifecycle of ownership, from acquisition to operation and on to refit and sale.
Patrick Coote, who has overseen the worldwide marketing of Fraser Yachts for the past three years, aims to significantly increase the brand awareness and prominence of the Yachtique division, whilst also retaining overall responsibility for the Fraser Yachts brand. He comments, “This dual role will involve marketing everything from yacht financing to paint sheds, from an interior design showroom to marina berths. I relish the opportunity to bring fresh-thinking and ideas to such a broad range of luxury yacht services”.
His appointment has been welcomed by Paolo Casani, CEO of the Yachtique Division. “With Fraser Yachts, Patrick has proven that even a long-established and highly respected brand can be improved and developed with sound marketing principles. I now look forward to seeing similar, successful brand management albeit across a diverse range of services. The newly-formed Yachtique division is unquestionably the largest of its kind in the world but is not yet a prominent name in the industry. We’re going to change that!”