The marine and yacht industry, like other specialized industries, relies heavily on the user experience propelled by public relations, marketing and brand positioning. Its services, products and technology are best understood when experienced firsthand. At Aspen- and Fort Lauderdale-based public relations agency Durée & Company, we have over 23 years of experience promoting the best brands in the marine & yacht space. Whether it’s launching a new vessel or product, undergoing a brand refresh or celebrating a company milestone, PR for the marine industry can pay dividends for those who link up with an experienced and knowledgeable PR firm.
The marine and yacht industry is poised for significant growth. According to market research firm IMARC Group’s latest report, titled “Luxury Yacht Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028,” the global luxury yacht market size reached $7.2 billion in 2022. Looking forward, IMARC Group expects the market to reach $12.7 billion by 2028, exhibiting a growth rate (CAGR) of 9.8% during 2023-2028.
With an audience base growing every day, here is a list of top 5 tips for implementing a successful PR campaign:
- Create visual assets
The marine and boating industry is very experiential, and short of seeing products in person, it’s imperative to have robust visual assets. This includes photos, videos, user demonstrations and even virtual walkthroughs. These assets can be utilized across all communication channels, including e-brochures, advertisements, editorial stories, social media and showroom/in-store activations. When creating these assets, it’s important to fully understand the brand voice, tone and visual identity so that assets can be consistent across the board. Telling the brand story in a visual way will help capture the audience and set the brand apart from its competition. - Venture into mainstream media
Beyond just boating and yachting publications, it’s important for a PR campaign to reach an expanded audience. A knowledgeable PR firm can target media in lifestyle, business, travel and leisure, real estate and other related industries. These outlets can tap into new audiences in ways that are broader, and less intimidating, than niche publications. A savvy PR firm understands a publication’s audience and can devise pitches that reach journalists interested in the subject matter. They can also make sure to position a brand simply by knowing where its competition is getting stories and where the competition is advertising. - Utilize social media
Like every other industry, social media has the ability to influence new or existing customers. For many, it can be the main source of information about a brand and creates a platform for the brand voice. When used effectively, social media can reach a previously untapped audience through strategic content generation and the use of hashtags. It’s also a way to generate leads through friendly, no-pressure engagement. For a more proactive campaign, paid social media advertising can get brands directly in front of the eyes of the consumer. - Leverage boat show attendance
Boat shows can have the biggest impact on customers. These anticipated shows allow new and existing customers to have direct engagement with a brand. Savvy marine brands understand this and leverage these shows to connect with brokers, partners, distributors and direct customers. For many brands, this face-to-face engagement with buyers is paramount. To enhance the lead gathering potential, hosting a reception or meet and greet with top clients, active prospects and industry partners can be a very effective way to showcase the brand.
In addition, creating a PR strategy around boat show attendance is beneficial. Having an on-site press strategy should start with researching the media attendee list in advance. At Durée & Company, we have the expertise to leverage media including setting up advance meetings with yachting execs, or even coordinating special media previews or an exclusive happy hour in advance of the show. Be sure to create key messaging points and conduct proper media training to make the most out of on-site interviews or unexpected meetings with a journalist.
Some shows will include post-event surveys, industry feedback, and most importantly, interested and educated, potential buyers who are looking to close the deal. When leveraging attendance at boat shows, it puts the brand at the forefront for these potential buyers as they map out their stops while attending.
- Consider swag or promotional items
Branding can be extended to the very items customers can take away with them. Whether it’s a boat show or a visit to a showroom, promotional products can create a lasting impression of the brand. These items can be used in a coordinated swag campaign or a social media contest with giveaways to create consistent brand awareness to new and existing customers. Gone are the days of big brochures and packets of paper. It’s important to be creative with swag and takeaways. At Durée & Company, we’re experts when it comes to swag and researching fresh new ideas to help brands stand out. Some of our favorites have included selfie lights, water bottles, floating key chains, AirPods and more!
Durée & Company has been thriving with a multitude of exciting projects on our plate, including a major marine acquisition in the picturesque area of Lighthouse Point. The renowned leader in the marina industry, PORT 32 Marinas, has officially acquired a family-owned marina and restaurant in the region. With a steadfast commitment to delivering exceptional experiences for its customers, PORT 32 is eagerly welcoming this beloved marina and restaurant to its portfolio and plans to propel it forward with its extensive knowledge and resources. Learn more about the sale.
Our experienced PR agency can assist with planning a successful public relations campaign for any marine and yacht brand. Call us at our Fort Lauderdale office at 954.723.9350 or Aspen office at 970.452.2195, or email us at info@dureeandcompany.com.
About Durée & Company
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Florida Hemp Council, The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
