Superyacht Marketing

Over the years yacht shows have developed in to not just a place to do business but also a key time for capturing and producing media content.  Having spent 20 years attending and shooting photos and films at shows all over the world we have learnt a few tricks that will help ensure success for everyone.

• RELAX.  It’s a yacht show not a photo studio.  You will never get everything you want because you will not have the control you think you will have.  Shows will take on a life of their own, plans will change, and priorities will shift so you need to create a shot list and schedule that is flexible. Start with a few easy to get priorities and build from there.  Alternatively give the media team an overall brief and release the reins trusting them to capture and deliver what you need.    If you don’t get everything, it’s ok - trust us …another show is just round the corner.

• THINK. Where does this show fit within your brand story? What can be captured and produced to enable you to keep feeding your story. What holes can it fill in your media strategy.  By doing this you will help answer the questions like -

  • What really needs to be shot?

  • Where and how will it be used - social media, you tube, portrait, landscape?,

  • When does it need to be published - during the show, after the show or both?

  • What style should it be - fun, uplifting, serious business, corporate?

• BE DIFFERENT. During the 2024 Palm Beach Show we helped FEADSHIP create a new social campaign - FITSHIP. It was a nice departure from the usual show content and a great example of using the unique show environment to capture something different that can then be used in the months to come. Take a look here

• TEAM.  A show is often the best place to show how your team reflects your brand. No other external event will probably have so many of your team engaging with clients and suppliers.  This presents a unique opportunity to capture great content showing how your brand lives through your team.  Take advantage of this. Oh and it’s a big call to suggest a team photo at your stand anytime before 11am :)

• REST. Give the shooting team time to rest, eat and drink. Carrying gear and shooting all day and night followed by editing in to the small hours day after day can be a tiring gig.  So take care of them, treat them with the respect professionals deserve, listen to their advice and the payback will be a motivated energetic buzzing team who are excited to get great creative content for you.

• DONT attempt to shoot a yacht at a show you will not get what you expect and your time and money could have been put to better use.