Since Arqueonautas Worldwide (AWW) was founded in 1995, the Arqueonautas brand has been consistently built, on the strong appeal that its maritime archaeological expeditions have generated among the general public and the media. This, combined with the exotic destinations where these expeditions took place and a very strong corporate identity, have shaped the course of a brand in the making and given it a major, distinctive asset: authenticity.
In a highly competitive marketplace, where consumer social conscience and ethics play an increasingly important role in building brand recognition and loyalty, the Arqueonautas brand can claim something that very few others can. Behind it is a true story, with a socially responsible role carved in its very own raison d’être, so well defined in the brand’s signature “Saving World Maritime Heritage”.
The Arqueonautas brand is not just riding a social responsibility trend-setting wave that in the mid-nineties could have been seen as a bold strategic move that few could grasp. Social responsibility has always been a part of AWW’s DNA, and this coherent and consistent approach is now definitely paying off, soundly supported by brand growth and new market opportunities.
But what the Arqueonautas brand is achieving has far more reach and much wider repercussions. Not only does the Arqueonautas brand have a unique story that consumers can relate and aspire to, there is real marketing content being generated, as we speak, with the maritime archaeological activities of the Arqueonautas Foundation. Furthermore, AWW is leading the way with the Arqueonautas brand, setting new standards in the relationship between a commercial brand and cultural policies in underprivileged parts of the globe.
This level of brand innovation, allowing consumer’s choice to directly impact the protection of Underwater Cultural Heritage around the world, or for that matter, any contribution aiming for global sustainability, is the intertwining of the fabric of the future of business. That is the essence of the Arqueonautas brand, to empower the consumer of the 21st century to be a driver for change, making the world a better place.