Yacht Marketing
—— Case Study · SuperYachtsMonaco ——

Making
Waves

Omni-Channel Marketing Campaign · Monaco Yacht Show 2025

A structured growth campaign engineered to position a Monaco-based boutique superyacht brokerage at institutional scale — anchored at the world's most significant yachting event.

360° Campaign Scope
5 Campaign Phases
9+ Channel Categories
8 Target Markets
Guillaume Plisson — Port Hercule, Monaco Yacht Show · Tribute to Yachting
Overview

The Project at a
Glance

SuperYachtsMonaco Worldwide is a Monaco-headquartered superyacht brokerage and advisory firm operating across sales, charter, new builds, and worldwide advisory. The firm advises ultra-high-net-worth individuals at the highest level of the global yachting market, with a reputation founded on discretion, deep market knowledge, and high-value transaction execution.

For the Monaco Yacht Show 2025, RB Yacht Marketing (RBYM) was engaged as a strategic and executional partner to design and deploy a comprehensive 360° omni-channel campaign — codenamed Making Waves. The objective was not simply to execute a show campaign, but to implement a structured marketing growth system with the Monaco Yacht Show as its primary activation platform, capable of supporting commercial outcomes beyond the event itself.

Client
SuperYachtsMonacoWorldwide
Campaign
Making WavesMYS 2025
Event Dates
24–27 SepPort Hercule, Monaco
Strategic Partner
RBYMRB Yacht Marketing
Platform
HubSpotMarketing & Content Pro
Audience
B2C + B2BUHNW · Brokers · Trade
Jason Brooks — Monaco Yacht Show reflected in sunglasses · Tribute to Yachting
01 — The Situation

Strong Reputation,
Structural Gap

SuperYachtsMonaco operated at the apex of the global yachting market with a well-established commercial track record. Yet as the competitive landscape evolved, a clear structural gap had emerged between the firm's commercial capabilities and its marketing infrastructure.

Market Context

Larger brokerages — Camper & Nicholsons, Fraser, Northrop & Johnson, Edmiston — had invested significantly in digital infrastructure, CRM systems, content operations, and data-driven marketing capabilities. These investments were yielding measurable advantages in lead generation, brand visibility, and conversion efficiency across long sales cycles.

SuperYachtsMonaco's competitive differentiation — a boutique model offering personalised advisory, discretion, and deep market intelligence — remained commercially valuable. The challenge was ensuring that the firm's market positioning was communicated with the same rigour and sophistication that defined its advisory work.

Internal Conditions

Prior to the engagement, marketing activity at SuperYachtsMonaco was reactive and campaign-specific rather than systemic. There was no unified CRM infrastructure, no consistent lifecycle segmentation, and no formal alignment between marketing touchpoints and the firm's sales pipelines across sales, charter, and new build advisory.

Brand expression varied across digital, print, and experiential channels, limiting the firm's ability to project a consistent, premium identity to UHNW prospects and co-brokers alike. Attribution of marketing investment to commercial outcomes was largely informal.

02 — The Challenge

Competing at Institutional Scale on a Boutique Budget

"Through strategic communication and curated visuals, position SuperYachtsMonaco in the same conversation as the market's largest players — minimum budget, maximum impact."

UHNW decision-making in superyacht acquisition and charter does not follow a linear funnel. Trust accumulates across multiple touchpoints over extended periods. A single show appearance, absent a surrounding ecosystem of consistent brand communication, delivers limited lasting impact. The challenge was to build that ecosystem — and deploy it in service of the Monaco Yacht Show — within the structural and resource constraints of a boutique operation.

  • Siloed approach — lack of communication and a disjointed strategy between departments resulted in duplicated effort, missed opportunities, and inconsistent client-facing messaging across the organisation.
  • No unified CRM — lead data fragmented across individuals, with no lifecycle view of prospect behaviour or pipeline alignment.
  • Inconsistent brand presence — visual identity and messaging varied across digital, print, and physical touchpoints, reducing authority in a trust-driven market.
  • Budget mismanagement — without a centralised marketing strategy and clear attribution framework, spend was allocated reactively rather than against defined commercial objectives, limiting measurable return on investment.
  • Limited digital infrastructure — no SEO foundation, no automated nurturing workflows, no attribution capability connecting marketing activity to commercial outcomes.
  • Competitive displacement risk — larger brokerages with mature marketing systems were capturing disproportionate share of UHNW attention in priority markets.
  • Four-day commercial window — the Monaco Yacht Show compresses significant brokerage opportunity into 96 hours, requiring precision planning to maximise every qualified interaction.
  • Post-show drop-off — without a structured follow-up infrastructure, warm interactions generated at previous shows were not being systematically converted into pipeline.
03 — Strategic Approach

From Campaign Presence to
System-Based Growth

The engagement was designed around a single governing principle: the Monaco Yacht Show is not the destination — it is the highest-visibility moment within a continuous client journey that must be architected, supported, and measured. The following strategic pillars defined the approach.

01
Infrastructure Before Activation
Before any campaign output, the foundational systems required for attribution, lead management, and lifecycle communication were established. HubSpot CRM architecture, segmentation frameworks, and automated workflows were built from the ground up — ensuring every campaign output fed into a durable commercial intelligence system.
02
Narrative Clarity at Every Touchpoint
A single, coherent brand narrative was established and maintained across all formats — digital, physical, and experiential. The "Hero Journey" storytelling framework positioned SuperYachtsMonaco as the expert guide navigating complexity on behalf of the client. Every piece of content, every visual, and every interaction reinforced this positioning.
03
UHNW Psychology as Design Principle
UHNW clients operate on long decision cycles, value discretion above promotion, and form trust through repeated exposure to consistent quality signals. The campaign architecture was designed accordingly: no hard selling, no aggressive CTAs — instead, sustained elegance, intelligent hospitality, and the quiet confidence of a firm that knows its market.
04
Cultural Credibility Through Monaco Roots
Monaco provenance is a genuine competitive asset in global superyacht brokerage. The campaign deliberately reinforced this through partnerships with Monaco-based and Côte d'Azur brands, art sponsorships, and a creative direction that embedded the firm's identity within the cultural fabric of the Principality.
05
Omni-Channel Precision over Volume
Rather than maximising reach, the campaign was engineered for precision: each channel was assigned a specific role in the prospect journey, from initial awareness (OOH at NCE Aviation) through consideration (social, email, editorial) to conversion (stand, tender, yacht viewings) and retention (post-show CRM sequences).
06
Scalability by Design
Every system, template, and workflow built for MYS 2025 was designed to be replicable and scalable for future events — FLIBS, PBBS, CYF, MYBA, and beyond. The campaign was primarily an investment in marketing infrastructure as much as an event activation — each future deployment faster, more targeted, and more cost-efficient as a result.
04 — Campaign Concept

Art Meets Yachting

Jason Brooks custom illustration for SuperYachtsMonaco MYS 2025 — elegant couple walking the Port Hercule pontoons
Jason Brooks Custom Commission · MYS 2025 · SuperYachtsMonaco
The Hero Journey
"SuperYachtsMonaco as the expert guide — navigating the complexity of the Monaco Yacht Show on behalf of the client (aka The Hero)."

The campaign adopted the Hero Journey business storytelling framework, positioning the client — owner, buyer, or charterer — as the protagonist, and SuperYachtsMonaco as the expert guide. In a show environment where UHNW attendees face significant complexity — hundreds of vessels, competing brokerages, and a compressed timeline — this positioning was both strategically precise and commercially resonant.

Key Message: SuperYachtsMonaco helps you navigate the complexity of the Monaco Yacht Show.

Hero Journey Jason Brooks Branded Pattern Fashion Alignment Monaco Identity
Creative Anchor

The creative anchor was a bespoke illustration by Jason Brooks, the acclaimed British fashion artist whose work defines luxury lifestyle visual language. Commissioned exclusively for the campaign, the illustration depicted an elegant couple on the Port Hercule pontoons with the SuperYachtsMonaco stand and Monaco skyline as backdrop — aligning the firm's identity with fashion-world aspiration and the UHNW lifestyle narrative.

Jason Brooks fashion illustration — superyacht lifestyle
Read the Story
Art Meets Yachting: Jason Brooks & the World of SuperYachtsMonaco
superyachtsmonaco.com/news/art-meets-yachting-jason-brooks/
↗
The Branded Pattern

The SYM Branded Pattern — created by Jason Brooks — applied consistently across all physical and digital touchpoints: merchandise, tender livery, stand signage, team accessories, and print collateral.

SuperYachtsMonaco branded silk twilly pattern by Jason Brooks

SYM Silk Twilly · Jason Brooks Design · MYS 2025

05 — Campaign Video Assets

The Campaign In Motion

A dedicated video production crew — two videographers and one photographer — captured over four show days across Booth QH24, the corporate tender, and the yachts at anchor. The resulting content library supported real-time social publishing, post-show editorial, and the firm's long-term content infrastructure.

SuperYachtsMonaco MYS 2025 Teaser
Campaign Teaser
Pre-Show Awareness Film
Watch on YouTube
SuperYachtsMonaco at Monaco Yacht Show 2025 — Highlights
Watch on YouTube
Full Event Recap
Making Waves — Monaco Yacht Show 2025
Watch on YouTube
Daily Shorts — Live Coverage
Day 1 · Wednesday 24 Sep
SuperYachtsMonaco MYS 2025 Day 1 — branded tender in Port Hercule
Instagram
Day 1 Short
Wednesday 24 September
Day 2 · Thursday 25 Sep
MYS Day 2 — team broker on deck
Instagram
Day 2 Short
Thursday 25 September
Day 3 · Friday 26 Sep
MYS Day 3 — team broker interview
Instagram
Day 3 Short
Friday 26 September
06 — CRM & Data Infrastructure

HubSpot as Commercial
Intelligence

The CRM was not deployed as a contact database. It was architected as the commercial backbone of the campaign — connecting every touchpoint, from initial social media impression to post-show follow-up, within a unified data environment that enabled attribution, segmentation, and scaled personalisation.

01
Architecture
Custom CRM built from zero. Contact properties mapped to owner, buyer, and charter behaviour profiles. Pipelines aligned with sales, charter, and new build advisory cycles.
02
Capture
Registration landing pages per yacht. Check-in forms with CA data. QR-code-enabled badge scanning. B2B and B2C data streams segmented at point of entry.
03
Activation
Automated Teaser, Invite, and Thank You sequences. Personalised by yacht interest and buyer/charter designation. Animated email signatures across full team.
04
Attribution
Per-yacht visitor lists enabling same-day follow-up. KPI tracking connecting campaign investment to pipeline activity. Post-show whitepaper and reporting.

Automation Workflows

  • Yacht-specific registration URL → Automated Thank You email sequence with full vessel specifications, pricing, and broker contact
  • Show visitor check-in → Instantaneous list segmentation and post-visit nurturing trigger
  • B2B co-broker outreach sequence — invitation, show details, and fleet data delivered directly to listing broker inboxes
  • B2C prospect journey — teaser, invitation, post-visit follow-up, and secondary enquiry sequence
  • Non-code AI automation deployed for content workflow management, reporting, and asset coordination

Segmentation Framework

  • Owner profiles — existing client base with historical transaction data and preference mapping
  • Active buyer segments — categorised by vessel size, budget indication, and acquisition timeline
  • Charter prospects — segmented by destination preference, vessel type, and seasonal intent
  • B2B stakeholders — co-brokers, shipyards, media, and industry partners on dedicated sequences
  • GEO-targeted lists — Monaco, London, South Florida, Netherlands, Germany, Switzerland, Palma
  • Post-show warm leads — prioritised for broker follow-up within 48 hours of show close
08 — Omni-Channel Activation

Nine Channels,
One Journey

Each channel was assigned a precise role within the prospect journey — from initial awareness at the private aviation terminal to post-show attribution. No channel operated in isolation; every touchpoint fed the central CRM and reinforced the same brand narrative.

Digital · Invitation Programme
Email Marketing Campaign — HubSpot B2C invite
01 · Email Marketing
B2C Invite Campaign
HubSpot-orchestrated sequences — Teaser, Invite & Thank You — segmented by prospect profile and yacht interest.
Animated Email Signature — SuperYachtsMonaco team
02 · Animated Email Signature
Brand Consistency at Every Send
Deployed across the full team for the duration of the campaign — reinforcing brand presence with every outbound communication.
Personalised WhatsApp invitation
03 · WhatsApp Invite
Personalised Outreach
JPG/PNG format designed for direct WhatsApp delivery — broker-specific, personalised, and immediately actionable.
Digital Infrastructure · Landing Pages & Microsites
HubSpot event landing page and MYS registration system
04 · Landing Pages & CRM
Event Registration & Data Capture
Dedicated HubSpot landing pages per yacht — show registration, yacht viewing check-in, and automated data capture workflows feeding directly into segmented CRM contact lists. Real-time visitor tracking enabled same-day follow-up.
Broker microsite with QR code and CA inventory
05 · Broker Microsites & QR Codes
Personal Badge · Phone Screensaver · Microsite
Individual broker microsites with biography, live CA inventory, and direct contact. QR codes embedded in personal lanyards and phone screensavers — frictionless digital card exchange at the point of engagement on the show floor.
06 · Out-of-Home Advertising
JCDecaux OOH advertising at Nice Côte d'Azur private aviation terminal
Nice Côte d'Azur
Private Aviation Terminal
A 10-second animated teaser ran on JCDecaux digital screens throughout September 2025 — placing the SuperYachtsMonaco brand precisely in the path of UHNW travellers at the moment of their arrival on the Côte d'Azur.
September 1–30, 2025
07 · Print Collateral
SuperYachtsMonaco premium show brochure and fleet sheets
SuperYachtsMonaco print collateral — physical brochures on display
Show Brochure · Fleet Sheets · YATCO Ad
Premium printed collateral presenting the full charter and sales fleet with detailed specifications, team profiles, and brand narrative. 
08 · Experiential & Events · The Stand — Booth QH24
SuperYachtsMonaco stand interior — bar area and CAP Gin activation
Bar & Hospitality Area
The SYM stand set the rhythm of each day — opening with morning coffee to welcome guests, flowing into afternoon CAP Gin cocktail activations, and culminating in the signature "CAPRitz" served from the stand's own bar. A drink conceived by Colin Field, the legendary head bartender of the Ritz Paris Bar, it became the toast of the show.
SuperYachtsMonaco stand — reception and client welcome
Client Reception · Quai L'Hirondelle
The stand was designed as a premium client lounge — the Jason Brooks illustrations as a large-format backdrop, warm wood-slat architecture, and a curated hospitality experience reflecting the firm's boutique standard.
08 — Partnerships & Positioning

The Monaco Ecosystem

Each partnership was selected to serve a specific function within the campaign architecture: reinforcing Monaco provenance, aligning with UHNW cultural sensibilities, extending reach into adjacent luxury markets, or deepening B2B stakeholder relationships. No partnership was purely decorative.

Key Insight

In UHNW brokerage, cultural credibility is commercially material. Clients do not separate the quality of a firm's advisory from the quality of its associations. Every partnership was therefore evaluated on alignment with the firm's intended positioning — not on reach alone.

Guillaume Plisson — Tribute to Yachting exhibition at Monaco Yacht Show 2025
Art Sponsorship
Guillaume Plisson
Tribute to Yachting

Co-sponsorship of the prestigious art photography exhibition at Quai Albert Ier, alongside iconic names such as  Espen Øino, Plisson's documentary photography — depicting the craftspeople and artisans behind the yachting world — brought a rare cultural gravitas to the campaign. Positioned SYM as a culturally engaged boutique that transcends pure transaction and resonates with UHNW sensibilities.

Chocolaterie de Monaco boutique — Monaco heritage partner
Monaco Heritage
Chocolaterie de Monaco

Partnership with one of Monaco's most distinguished artisan maisons, reinforcing provenance and deepening the firm's local identity in a market where Monaco origin is a genuine competitive differentiator.

Read Article ↗
Spazio Italiano Montecarlo — Italian craftsmanship interior design partner
Italian Craftsmanship
Spazio Italiano

'Spazio Italiano's fingerprints were felt throughout the SYM stand, which they designed and furnished as a testament to bespoke interiors and refined Italian craftsmanship. The partnership extended beyond the show floor with a co-hosted cocktail evening on 25 September

Read Article ↗
CAP Gin Côte d'Azur bottles on display at Monaco Yacht Show stand
CAP Gin being presented at SuperYachtsMonaco stand MYS 2025
Spirits Partnership
CAP Gin · Côte d'Azur

A daily cocktail activation featuring CAPGin — owned by a SYM Director — where guests were treated to the signature "CAPRitz", an exclusive cocktail crafted by the legendary Colin Field, head bartender of the Ritz Paris Bar.

Industry Network
Professional Women
in Yachting — PWY

Co-hosted B2B networking event on 26 September as event sponsor for Professional Women in Yachting (PWY), deepening relationships with  industry stakeholders  contributing to the firm's pipeline of industry referrals and affirming its commitment to a more inclusive yachting industry.

Professional Women in Yachting PWY event — SuperYachtsMonaco sponsor signage
09 — Content & Editorial Strategy

Storytelling as
Brand Infrastructure

Long-form editorial content served a dual function in the campaign architecture: building organic search authority in UHNW-relevant keywords, and constructing a coherent brand narrative that deepened credibility beyond transactional content. Each piece was designed to communicate a specific aspect of the firm's positioning.

Published Editorial
Monaco Yacht Show 2025 — Preview article thumbnail
Monaco Yacht Show 2025 — Preview & Fleet Overview
superyachtsmonaco.com/news/2025-monaco-yacht-show/
Tribute to Yachting — Guillaume Plisson Exhibition article thumbnail
SuperYachtsMonaco Presents: Tribute to Yachting — Guillaume Plisson Exhibition
superyachtsmonaco.com/news/superyachtsmonaco-presents-tribute-to-yachting/
Art Meets Yachting — Jason Brooks article thumbnail
Art Meets Yachting: Jason Brooks & the World of SuperYachtsMonaco
superyachtsmonaco.com/news/art-meets-yachting-jason-brooks/

Post-Show Content Programme

The post-show content phase was planned as an integral element of the campaign architecture — not a post-production afterthought. It was designed to extract sustained commercial value from the show investment across October and beyond.

SEO Blog LinkedIn Editorial Whitepaper Mini Documentary Email Sequences KPI Report
Strategic Shift

From show-specific campaign content → sustained brand authority content. Each editorial piece serves both immediate SEO value and long-term positioning, extending the effective return on the campaign investment beyond the four days of the show itself.

10 — Creative Direction

Cohesion Across
Every Touchpoint

Brand Identity System

MYS 2025 marked the first time SuperYachtsMonaco deployed a fully unified visual identity system across all campaign channels simultaneously. The system was built on the firm's core navy palette, elevated through the introduction of the Jason Brooks-designed branded pattern as a connective thread across all physical and digital materials.

The branded pattern — a fluid, nautical-inspired abstract design in the campaign's signature navy, sky blue, and white — appeared consistently across merchandise, the corporate tender livery, stand signage, digital assets, print collateral, and team accessories. This visual consistency served a commercial purpose: it made the brand unmistakably identifiable across the 96 hours of the show.

Campaign Palette

Merchandise Collection

The branded pattern was applied across a curated merchandise collection at two tiers: giveaway items for general show attendees, and a premium client gift — a full-sized branded umbrella — for valued clients and prospects. The silk twilly, worn by all female team members, served the dual purpose of team visual cohesion and wearable brand placement at one of the most photographed events in yachting.

The dress code coordinated every team member to the campaign colour palette, with the silk twilly as the shared fashion detail — a deliberate alignment with the Jason Brooks fashion-world aesthetic at the heart of the campaign concept.

Merchandise Items

Silk Twillies Umbrellas Tote Bags Paper Fans Water Bottles Coffee Cups Stationery Branded Pens Personal Lanyards Wooden Badges
SuperYachtsMonaco branded merchandise — tote bag, silk twilly, stationery and packaging MYS 2025
SuperYachtsMonaco team member holding branded paper fan at Monaco Yacht Show stand
13 — Operational Execution

12-Person Team,
One Brand Voice


SuperYachtsMonaco stand interior — lounge seating area with Port Hercule illustration backdrop
SuperYachtsMonaco branded cushion — Jason Brooks pattern on stand seating
01
Experiential Presence
The Stand — Booth QH24, Quai L'Hirondelle

Retained from 2024, this premium location on Quai L'Hirondelle was designed as a client lounge. The Jason Brooks signature's illustration featured as a large-format backdrop — and the branded pattern cushions reinforced the campaign's visual identity. 

SuperYachtsMonaco branded corporate tender in Port Hercule — VanDutch 32 with campaign livery
02
Mobile Brand Platform
The Corporate Tender — Port Hercule

The fully branded tender — livered in the campaign's signature branded pattern  -  functioned as a moving brand statement — unmistakable, confident, and entirely consistent with the campaign's visual identity.

14 — Results & Impact

Boutique Ambition,
Institutional Execution

The Making Waves campaign demonstrated that a boutique brokerage, equipped with the right strategic partner, infrastructure, and creative vision, can compete — and distinguish itself — against significantly larger competitors at the highest level of the global yachting market.

1+ HNWI NEW CLIENTs
9+ Channel Categories
6+ Strategic Partnerships
4 Yachts · Show & Anchor
8 Target Markets
17%+ WEB TRAFFIC INCREASE
5 Editorial Articles
138%+ ENGAGEMENT RATE

Brand Positioning

SuperYachtsMonaco was presented with visual and operational standards consistent with the largest names in the industry — Camper & Nicholsons, Fraser, Northrop & Johnson — at a fraction of their marketing spend. The campaign achieved this through precision deployment rather than volume investment.

Commercial Infrastructure

For the first time in the firm's history, every visitor interaction at the Monaco Yacht Show was captured, segmented, and fed into an automated follow-up system. The CRM, HubSpot workflows, landing pages, and broker microsites built for MYS 2025 represent a durable commercial asset reusable across future events and channels.

Client Journey Architecture

The campaign successfully transitioned the firm's event presence from brand visibility alone to a managed client journey: from first impression (NCE airport billboard) through engagement (social, email, print) to live interaction (stand, tender, viewings) and post-show pipeline activation — with attribution data at each stage.

15 — Key Takeaways

What This Campaign
Proves

01
Structure Enables Creativity
The marketing infrastructure built for this campaign — CRM, HubSpot workflows, segmentation, editorial systems — did not constrain creative output. It enabled it. When processes are clear and data flows efficiently, teams have the capacity to focus on the quality of client experience rather than the logistics of execution.
02
Boutique is a Positioning, Not a Limitation
With a defined strategic narrative (Hero Journey), curated creative direction (Jason Brooks), and a precision omni-channel deployment, a boutique brokerage can achieve brand presence and commercial authority comparable to organisations with significantly larger resources. Clarity and consistency outperform volume at the UHNW level.
03
Every Touchpoint Is a Trust Signal
In a market driven by discretion and long relationship cycles, consistency is the primary trust-building mechanism. The same branded pattern on the tender, the silk twilly, the merchandise, the landing page, and the print brochure — this coherence communicates the same attention to detail that UHNW clients expect from their advisory relationships.
04
Cultural Alignment Creates Commercial Opportunity
The decision to align with art photography (Plisson), fashion illustration (Brooks), and Monaco heritage brands (Chocolaterie de Monaco) was not aesthetic indulgence. It was a deliberate strategy to occupy cultural space that transactional brokerages cannot easily replicate — creating differentiation that resonates with UHNW sensibilities.
05
The Show Is a Moment in a System
The Monaco Yacht Show is four days. The campaign around it is four months. The commercial value generated by a show appearance is determined not by the four days themselves, but by the quality of the infrastructure surrounding them: the pre-show audience preparation, the live lead capture, and the post-show pipeline activation that converts warm interactions into commercial outcomes.
06
Investment in Infrastructure Compounds
The CRM architecture, the HubSpot workflows, the broker microsites, the content templates, and the brand system built for MYS 2025 are not single-use assets. They are the foundation for every subsequent event, campaign, and market activation. Each future deployment will be faster, cheaper, and more effective as a result of this foundational investment.
RB Yacht Marketing · Strategic Partner
"The structure I put in place didn't limit creativity — it enabled it. By clarifying processes, modernising tools, and aligning everyone around one brand vision, we made space for bigger ideas, better content, and more impactful experiences."
ROMINA BOMPANI