Marinescence Media offers custom solutions for brands wishing to place their products on board yachts, or to associate their image with yachting.
Identifying the target, studying its typology, offering personalized gifts
Crew members, ship owners and their guests are, like everyone else, sensitive to gifts. But you still have to find the right gift… and make sure it arrives at its destination.
In this context, the first challenge is to clearly identify the needs of your target audience and to find the levers to make them aware of your approach. And in luxury goods, the notion of personalizing the gift is extremely important. The second challenge, and probably the hardest one, is to know how to identify the contact(s) to be approached to ensure that your initiative comes to fruition.
Let’s take the simple example of a ready-to-wear brand launching a collection of technical products oriented around the sea. In search of credibility and eager to assert its attachment to yachting, the brand proposes to equip yacht stewards and stewardesses with pieces from its collection. To do this, it is first necessary to identify the clothing that corresponds both to the affinities of the boat owner and the constraints of the sailing personnel. Indoor/outdoor, day/night wear, colour code of the boat, need (or not) to embroider a logo, etc. On yachts, the specifications are sometimes complex and it is the chief stewardesses who are best able to meet them with precision.
Once the need is validated by the chief stewardess, it is necessary to get in touch with the captain, who will ask for the boat owner’s approval to launch the operation, before giving a set of logistical recommendations for getting the goods to the boat.
And when the goods arrive at port, it is necessary to be able to analyse the returns observed. In this process, each crew member has a role to play. Either to give an objective opinion on the quality of the clothing made available, or to transmit visual content showing the products in situation, or to pass on the feedback from the guests sailing on board the boat during the season.
To illustrate the ins and outs of product placement in yachting, this example is deliberately simple. But it is important to know that extravagance does not scare the industry’s decision-makers. Quite the contrary.
Like the collaboration between Hermès and Pagani, we must keep in mind that creativity has no limits in luxury and that the more extravagant an idea is, the more likely it is to make an impression.
Product placement for Roni Floral Design on M/Y Her Destiny (July 2020)
Create visual content for advertising purposes
There are less than 20 people in the world who excel in the creation of visual content at sea.
TV commercials, poster campaigns, social networks, coffee table books… when it comes to conveying yacht-related advertising content, the marketing teams with which Marinescence Media works are numerous.
And if the brands concerned already have excellent production teams, these teams sometimes encounter difficulties to operate at sea. There are many reasons for this: stabilisation constraints, confidentiality rules imposed by shipowners, production costs, etc.
Aware of this problem, the founders of Marinescence Media have set up a team capable of operating in the 4 corners of the world, whatever the weather conditions or the expectations of the end customer.
BMW Yacht © Jean François Romero
Engaging a community
Identify brand ambassadors from the yachting industry
Among the 30,000 crew members registered on the Marinescence Media platform are many influencers who share their daily adventures with their respective communities on social networks. And it is clear that the commitment of these communities, sometimes composed of tens of thousands of followers, is considerable.
In addition to influencers, Marinescence Media has the power to reach many public figures who gravitate around the yachting industry. Sometimes boat owners, often “guests”: top athletes, actors, artists, etc.
Marinescence Media’s teams can identify brand ambassadors that correspond to your positioning, approach them and put them in touch with the teams in charge of your communication.
Events on board yachts
There are many reasons for a company to organise an event on board a yacht. The constraints that accompany them are just as many.
Thanks to its network of more than 6,000 yachts spread across the Mediterranean basin and the Caribbean, Marinescence Media brings you its expertise in the field and connects you with the ship owners ready to host your event, in accordance with your specifications, especially financial.
Delmona France launch party – Monaco (2019) © Marinescence Media
