Brand Tone

Aspirational, Professional, and Tech-Savvy.

Brand Values

• •Innovation and Technology
• •Performance and Quality
• •Luxury, Comfort, and Design
• •Expertise and Trust

Best Practices

• •Lead with the Benefit, Support with the Feature: Always connect a technical feature to a tangible benefit. Instead of just saying 'Orca Hypalon tubing,' say 'Built with industry-leading Orca Hypalon tubing, ensuring your boat withstands harsh UV rays and remains durable for years of adventure.'
• •Embrace the Expert Persona: Leverage the authority of Henry Minter. Use phrases like 'expertly assembled in Australia' or 'personally curated for performance.' This reinforces trust and expertise.
• •Use a Premium Lexicon: Employ strong, confident, and sophisticated language. Words like 'meticulous,' 'crafted,' 'unparalleled,' 'agile,' and 'effortless' align with the brand's high-end positioning.
• •Maintain Visual and Textual Harmony: Ensure all photography and videography reflect the premium quality described in the text. Capture the boats in beautiful, aspirational settings that highlight both their design and performance capabilities.
• •Focus on the Experience, Not Just the Sale: All communications should aim to sell the feeling of freedom, exploration, and leisure. The copy should invite customers into a community of discerning owners who value quality and performance above all else.

Social Perception

Florida Boats is perceived as a new, high-end entrant into the Australian RIB market, backed by the strong reputation of a well-established marine business. The target audience of discerning male boaters is likely to view the brand as a credible and premium option due to its high-quality components (Yamaha, Orca), advanced design claims, and the trust associated with Minter Marine. The perception is that of a specialized, expert-led company rather than a mass-market manufacturer.

Copy Examples

• •Your weekend escape plan, redefined. The Florida 660's lightweight agility and Yamaha power let you discover coves others can't reach. Experience a new standard of freedom. #FloridaBoats #RIBs #BoatingAustralia #Yamaha
• •Engineered for an Unrivaled Ride. Our deep-V hull with 'leveled step' technology doesn't just cut through the water—it glides over it. Experience the innovation that leaves friction behind.
• •Florida Boats - Premium RIBs | Sydney - Experience the ultimate Rigid Inflatable Boat. Powered by Yamaha, built with Orca Hypalon. Lightweight, fast, and luxurious. Enquire with Henry Minter for a personal demo.
• •An Invitation to Experience the Florida 830 - Feel the difference that superior engineering makes. We invite you to a private, on-water demonstration of the Florida 830 at our Point Piper marina. Discover its unmatched stability, power, and comfort firsthand. Spots are limited—book your personal demo today.
• •Performance is our obsession. Comfort is our signature. The journey is yours to command. Florida Boats—Australia's new pinnacle of Rigid Inflatable Boats.