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Superyacht Life Let’s grow the industry together thesuperyachtlife.com
Superyacht LifeLet’s grow the industry together
thesuperyachtlife.com
©Jeff Brown | Breed Media
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.
“
”Carlos Vidueira, board president
The founding board
Carlos VidueiraManaging Director at Rybovich Marina
Charlie McCurdy CEO at
Informa Exhibitions
Michael BremanDirector of Sales
at Lürssen
Lucia BelliniHead of Marketing and
Communications at Benetti
Farouk Nefzi Marketing and Brand Director at Feadship
Theo HooningSecretary General
The evolution of Superyacht LifeIn 2013, the Superyacht Builders Association (SYBAss) launched an initiative to increase demand for superyachts by ultra-high net worth individuals. Their united efforts laid the foundation for a collective marketing initiative that opened up for wider industry support in 2017.
INTRODUCING THE SUPERYACHT LIFE FOUNDATION
As of January 2017, the programme is continued by The Superyacht Life Foundation, a new non-profit entity registered in Amsterdam. This organisation is led by six diverse players in the superyacht industry. While four of whom have a direct link with SYBAss, the foundation is a separate entity delivering an entirely new programme of work.
Opportunity to grow market shareTHE ULTRA-WEALTHY CONTINUE TO GROW FASTER THAN SUPERYACHT OWNERSHIP
While the wealth and number of ultra-wealthy households are increasing, the gap between their growth and superyacht ownership has been slow to close.
This opportunity requires a comprehensive, united response from the industry.
2011 2012 2013 2014 2015 2016 2017
Index growth UHNW HH AuM>100M190%
180%
170%
160%
150%
140%
130%
120%
110%
100%
Index growth Forbes Billionaires
Index growth yachts
106
113101
111
100
136
119124
129134
160
166
181
169
150151
118
THE NEED FOR A NEW SUPERYACHT MESSAGE
We all know that negative superyacht stereotypes exist that likely act as deterrents for ultra-wealthy individuals to engage in yachting.
Current superyacht messaging fails to create a wholesome image, and instead focuses largely on the product and its specifications, not the lifestyle it provides. While this isn’t bad, it’s not compelling enough to attract new clientele to the industry.
These negative perceptions, alongside the industry’s product-focused promotional efforts, do not attract new potential owners to the superyacht lifestyle.
Superyacht Life aims to grow the global market for superyachts by disseminating an exciting new, positive message.
CORE VALUES OF THE NEW SUPERYACHT MESSAGE
Wholesome activitySuperyachting is a wholesome, family- oriented lifestyle for successful and deserving people who seek to maximise their quality of life.
Freedom and individualitySuperyachts provide individuals the freedom to travel around the world in the ultimate comfort.
Privacy Superyachts allow for a private and controlled environment free from many of the paparazzi and safety concerns of land-based leisure activities.
ExperiencesSuperyachts provide the ultimate setting for exceptional experiences, from cross-Atlantic exploration to hosting the most exquisite dinner parties to a wide variety of water activities.
Taking a collaborative
approachVISION
Our vision is for superyachting to be widely perceived as a wholesome,
family-oriented lifestyle that provides successful individuals with exceptional
experiences and the freedom to travel around the world in comfort
and privacy. This perception reduces ownership stigma, reaches new
audiences and, in turn, grows the industry.
OUR MISSION
Superyacht Life will attract new audiences to superyacht charter
and ownership by creating a positive general perception of superyachting to
help the whole industry thrive - from the builders and the brokers, to the
supply chain and service companies.
INDUSTRY-WIDE COLLABORATION
The Superyacht Life Foundation is a new non-profit organisation open to
the entire superyacht industry.
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.
That’s why everyone’s invited to get behind this collective marketing initiative, in which the industry
is banding together to grow the superyacht market.
©Jeff Brown | Breed Media
Making it happenA dedicated team are executing the programme’s strategy. Here’s how we’re doing it:
THE FIRST STEP: ONLINE EDITORIAL CONTENT AND PR
The first step is to bring continuous attention to the superyacht lifestyle.
Inspire, educate and informOur website celebrates the superyachting good life and is a platform for the industry to share their stories. Using renowned journalists, guest columnists and industry experts, we’ll share these stories to inspire, educate and inform new audiences. Examples of this content include owner stories and first-hand accounts of exceptional experiences, as well as incredible innovations and ways industry organisations are giving back. All content employs storytelling about people, places and experiences. It’s never about the yachts, but always about the lifestyle that they offer.
Educational content is targeted not only at the ultra-wealthy, but also their influencers.
We disseminate this content to our target audiences using a comprehensive content marketing strategy that includes content syndication, email marketing as well as search engine and social media advertising.
We’ll also use influencer marketing to create authentic and compelling stories that reach new audiences.
Press coverageWe will encourage positive coverage in non-yachting press about the superyacht lifestyle by becoming a leading provider of brand-neutral and inspiring superyacht information. By positioning Superyacht Life as a point of contact and facilitating media tours, leading writers will be inspired to share positive stories about the superyacht lifestyle.
MEET THE EDITORIAL TEAM
Mark de JongMarketing Specialist
Dominique AfacanEditor-in-Chief
FUTURE PLANS: EXCEPTIONAL SUPERYACHT EXPERIENCES
The next step is to engage the target audience through real life interactions with superyacht experiences.
While initially the aim is to grow the number of fish in the pond, these events will convince the target audience to engage in superyachting by allowing them to experience the lifestyle first-hand.
Our diverse range of industry and lifestyle brand partners will help make these events a reality.
Standalone eventsImagine a legendary musician serenading a very select audience seated on the aft deck of beautiful yachts, enjoying the creations of a Michelin star chef as the sun sets. Such events, made possible by our network of partners and contacts, will allow the target audience to experience the superyacht lifestyle at its finest.
Existing lifestyle eventsImagine a high-profile, out of this world superyacht event alongside Art Basel Miami or Monaco Grand Prix. Collaborating with our partners, as well as existing events that attract the desired audiences, allows us to link Superyacht Life to the brand value of these events, while simultaneously elevating them with the superyacht lifestyle.
Yacht showsWe will collaborate with yacht show organisers to integrate the new superyacht message into their shows, elevating the lifestyle experience and creating a true VIP ambiance where our target audience is guided towards the superyacht lifestyle.
How can you get involved?This wide-reaching effort is something that no individual company can do on its own. It requires the support of a diverse group of like-minded organisations. As each company will benefit from the activities of this programme, we should all share this huge responsibility of growing the industry. Of course, the more partners we have, the more we can achieve together.
PARTNERSHIP TYPES
INDIVIDUAL PARTNERProfessionals working in the superyacht industry can make a financial contribution to help fund the marketing campaign to grow the superyacht market collectively.
CORPORATE PARTNERCorporations that share the goal of bridging the gap between the growing number of ultra wealthy and superyacht ownership are invited to provide financial as well as marketing resources. The annual contribution for 2018 is €10,000.
LIFESTYLE BRAND PARTNERCustom partnerships will be developed and exclusivity for a specific product category can be negotiated. Lifestyle brand partners could also play a unique role at exclusive events that Superyacht Life will organise.
©Jeff Brown | Breed Media
©Jeff Brown | Breed Media
The positive aspects of yachting need to get a better push. We all try to achieve this on our own as individual companies. If we are united, we have a louder voice and can
reach a bigger audience.
“”Michael Breman, board member
Get involvedPlease get in touch if you have any questions or are interested in becoming a partner.
Carlos Vidueira
President
Robert van Tol
Partnership Manager
[email protected]+31 6 227 749 85
Diemerzeedijk 27-B 1095 KK Amsterdam The Netherlands
+31 20 2900 062 [email protected]
thesuperyachtlife.com
