IYR has asked Paratus to drive awareness of the brand and the superyachts it manages globally, while focusing on the above countries and the UK’s super-rich.
IYR specialises in the charter, management and building of superyachts.
Paratus head of digital Adam Vincenzini said: ‘Within an industry that has many established players, the founder Stephen White has created a business which is attracting a lot of interest. But he has realised, with our assistance, that his business could attract much more interest if together we developed and activated a more structured communications programme.’
Paratus’ remit is to manage all marketing aspects of the brand to generate media coverage and drive partner activity, as well as positioning IYR as a respected provider of the leading superyachts in the world.
The agency will also announce and develop marketing strategies for new yachts and be responsible for digital comms.
The first assignment will be managing the launch of a £100m superyacht named AIR, at the Antigua Yacht Show in November.