Superyacht Life launches a collaborative initiative to share the virtues of a yachting lifestyle
Superyacht Life was officially launched at the Monaco Yacht Show on 26 September. The new initiative made its splash by introducing an innovative and compelling marketing programme that brings together companies from across the industry. This high-profile group, including would-be competitors, are working side by side on a shared goal: growing the superyacht market.
Yachting has long been a wholesome, family oriented lifestyle that allows successful individuals and families unmatched freedom, comfort, privacy and joy. To champion that lifestyle, Superyacht Life is disseminating a powerful and positive yachting message to new audiences who are not yet engaged in yachting.
Michael Breman, board member, stated, “The positive aspects of yachting need to get a better push. We all try to achieve this on our own as individual companies. There was this idea that if we are united, we have a louder voice and can reach a bigger audience”.
Superyacht Life is a unique collective marketing initiative in which companies from across the superyacht industry have banded together for a cost-effective and time-efficient effort. Combining the efforts of an entire industry into one orchestrated campaign benefits everyone in the industry, even if they are competing in the same market. This is why you’ll see executives from some of the top shipyards – Michael Breman of Lürssen Yachts, Farouk Nefzi of Feadship, and Lucia Bellini of Benetti Yachts – sitting side by side on the organization’s board together with Carlos Vidueira of Rybovich Marina (board president), Charlie McCurdy of Informa Exhibitions (the organizer of both the Monaco Yacht Show and Fort Lauderdale International Boat Show) and Theo Hooning of the Superyacht Builders Association (SYBAss).
During the launch of The Superyacht Life Foundation these executives discussed the appeal of the superyacht lifestyle, the current state of the superyacht industry, barriers to yacht ownership, and their ambitious plans for a collective approach to share this inspiring lifestyle with the world.
Carlos Vidueira, board president, explained, “Everybody has identified that we need to improve the image of our industry, but the effort has been very fragmented. Through coordinating the message and its delivery, we can achieve much more than what we are able to accomplish alone”.
The gap between the growth of ultra-high net worth individuals and the relatively lower uptake of yachting highlights the need to work together as an industry. As everyone stands to benefit from the programme’s success, the responsibility should also be shared. If you would like to partner with Superyacht Life, either as an individual or a corporation, please register your interest at bit.ly/superyachtlifepartner.