Last year saw Yachting Pages Media Group launch a new service, called ‘Yachting Pages Delivers‘. This has successfully helped plenty of luxury brands to access Ultra-High-Net-Worth-Individuals in the superyacht community.
Distribution in the popular Meditteranean yacht charter destination - the French Riviera
Most of super rich lead an extremely public or extremely private life and have an entourage of staff who manage daily tasks such as shopping for them. Getting a new product or service under their nose can therefore be challenging at times.
Yachting Pages Delivers uses the award winning, international distribution networks of Yachting Pages Directories and the Superyacht Owners’ Guide and offers the same service to luxury brands and support services that wish to target the most elusive of creatures, the owner and captain of a superyacht. Companies give their marketing materials to Yachting Pages Delivers who then put those materials directly into the hands of the owners and captains whilst they are on board their multi million pound superyacht.
A luxury superyacht alongside in the glamorous America yacht charter location - Florida
Simon Brooks, field account manager at Yachting Pages who manages Yachting Pages Delivers in the Mediterranean said, “We have been getting enquiries for a number of years from customers who wanted to use our distribution networks to place their marketing materials into the hands of owners, captains and crew. One of Yachting Pages’ unique selling points is that we have access to private marinas, shipyards and ports that no other companies are allowed to deliver to.”
“Since launching Yachting Pages Delivers last year we have been approached by many marine businesses who are targeting the superyacht community, but also by a huge number of luxury brands who see the benefits of targeting luxury yacht owners directly.”
Docked superyachts
Simon went on to explain, “We have been distributing Yachting Pages and building relationships with ports and marina’s for 9 years now. We have distributed catalogues for the new Porsche Spyder 918 and magazines for high end realtors such as Sotheby’s, John Taylors and Christies International Realty alongside marketing materials from global and superyacht brands such as Benetti and Lalique.”
As the superyacht season in the Mediterranean gears up for 2014, the Antibes Yacht Show has also taken advantage of the Delivers service. The first yacht show of the season has sponsored the March delivery and provided two tickets to the show for each superyacht that receives the pack.
Superyachts at anchor
Laetitia Shepard from the Antibes Yacht Show commented, “The distribution networks that Yachting Pages have developed over the last 10 years are unrivalled in the superyacht industry, so it was an obvious choice for us to use the delivers service in preparation for this years show. The team are a real pleasure to work with.”
Yachting Pages have found a way to access Ultra-High-Net-Worth-Individuals in the superyacht community at a time when they are relaxed and open to new products and services. The UHNWI’s are cocooned in their personalised paradises, on board, for days, sometimes weeks at a time. It is universally accepted that potential clients are at their most receptive when relaxed which one of many reasons why luxury brands have had so much success with this unusual marketing opportunity.
The simple, honest and efficient approach allows maximal creativity by not restraining the pack content to any particular nature, format or size, and ROI can easily be measured.
