With our headquarters situated in Fort Lauderdale, known as the “yachting capital of the world” and the “Venice of America,” we at Fort Lauderdale/Aspen PR Agency Durée & Company are perfectly positioned to serve clients in the yachting/maritime industries. The Fort Lauderdale International Boat Show, Miami Yacht Show and Palm Beach International Boat Show ― all happening during high season and attended by global visitors ― are right around the corner from us. We have unique opportunities and expertise to promote clients in the highly specific yachting/maritime industries.
During our 20 years in business, we have worked with many clients who market to UHNW (ultra-high-net-worth) individuals, so we have multi-faceted knowledge about how to reach this market, which includes potential buyers in the yacht/maritime industry.
Global Industry Analysts Inc.’s 2018 report on the yacht industry predicted that global yacht sales would reach the astronomical figure of $74.7 billion by 2022. In this booming industry, it’s imperative to stand out from the competition and stay relevant within key markets. Working with yacht/maritime industry clients, we have learned that most of them need guidance when it comes to getting the word out about their company, but aren’t sure where to start.
Here’s our expert advice: Start with strategic public relations, marketing and special events.
When it comes to public relations for the yacht and maritime industries, we at Durée & Company knows how to tell the right stories to attract potential investors, buyers, and clients. We not only focus on the product; we also focus on the business and the people.
We take a unique PR approach in representing our luxury lifestyle clients. Of course, we herald the exclusive features and attributes of a yacht that will interest prospective buyers. But, we also showcase the story of the brand and personalities of its leadership team. It’s what sets our clients apart, and makes their consumers want to work with them.
We know the trends that move the market and other factors that affect luxury lifestyle purchases. Our strategies include working with media that cover business, yacht, lifestyle, and more. We capitalize on what makes a client’s product and company effective in each of those realms.
As for marketing, some of the tools we utilize are direct mail, e-communication, and strategic planning. In addition, we emphasize corporate social responsibility, that includes events and other outreach initiatives, and charitable partnerships that reach a UHNW audience.
Events that attract potential yacht/boat buyers are key! These individuals enjoy special events ― not only to see the vessel and meet the company leaders, but also to mingle with others engaged in the yachting/boating lifestyle. Therefore, we at Durée & Company plan targeted events that tap into UNHW markets. We host these in unique locations on the yachts themselves, or create other cross-promotional events that make sense for the client and potential buyers.
Public relations, marketing and special events ― with the right messaging and strategy ― increase credibility and are a rewarding investment. Whether it’s creating buzz about spectacular yachts, luxury real estate, or high-end jewelry, we at Durée & Company know how to sell the upscale lifestyle.
