The Informa Group, owner of the Monaco Yacht Show, took advantage of the postponement of the 2020 Show to work closely with the yachting industry on redesigning the event. The rebuild is designed to rise to the commercial and marketing challenges facing the market, by promoting the superyacht lifestyle to a new set of wealthy clients.
A Steering Committee has been created, made up of decision-makers from the yachting industry. It will play an advisory role, supporting the MYS development strategy as it unfurls over coming years – and providing formal recognition of Informa’s commitment to working in partnership with the industry. Informa also plans to provide financial support, matching the annual amounts invested by the industry in its marketing action plan to showcase the superyacht lifestyle.
The keenly awaited Monaco Yacht Show will be driven more powerfully than ever by the superyacht clientele; it will offer a bespoke experience of unparalleled prestige.
Clearer visitor profiles for tailor-made experiences
There will be 3 categories of visitor, each with its own badge. The “Discover” badge will be reserved for yacht clients; their advisors and consultants will wear an “Advise” badge; trade visitors, meanwhile, will be recognised thanks to a “Connect” badge.
Superyacht and tender exhibition in the Dockside Are
One of the advantages of the new badge system will be to enhance the flow of visitors on the quaysides; it will be easier for private visitors to board the superyachts and luxury tenders.
On Wednesday 22 September, the Dockside Area will be open to “Discover” and “Advise” badges only, so that these categories of visitor can meet with shipyards, yacht brokers, designers or tender manufacturers in a more intimate and personalised environment. From Thursday onwards, the Dockside Area will be open to all participants.
Premium services for superyacht clients
The MYS official VIP visit programme, the Sapphire Experience, features a programme of activities in the show and in Monaco for superyacht owners, charterers and future clients.
VIPs will be plunged into the world of superyachting from the moment they arrive at the Show. Two new first-class VIP entrances will be located near the Upper Deck Lounge (exhibition space for the show’s luxury partners) and close to the Yacht Club de Monaco.
Starting this year, visitors will discover new sections dedicated to innovative projects and trends in sailing, design and exploration, and the programme is set to grow over coming years, expanding the range of activities that reflect life on board a superyacht. The MYS will also rename its various exhibition areas, identifying each distinct theme to make it easier for visitors to find their way around.
Making sure the right visitor meets the right exhibitor
A future buyer will be interested in meeting with designers and builders, whereas the buyer’s consultant or captain may well prefer to discuss with equipment manufacturers and luxury companies.
Making the right match will be simpler now thanks to a new way of registering for the Show: the profile of each visitor is identified in advance, generating the appropriate badge. The MYS will also offer digital solutions to foster interactions between visitors and exhibitors whilst at the Show – and throughout the year.
By placing the final superyacht client at its very heart, the revamped version of the MYS aims to win over new audiences from other high-end spheres beyond yachting, thus building on the marketing strategy deployed over recent years.
Informa’s main priority is obviously to safeguard the health of participants at the Show and thus provide a safe and serene experience. The 2021 MYS will therefore implement all necessary health measures, guided by its AllSecure programme and health regulations issued by Monaco’s government.
Source: Monaco Yacht Show (22-25 septembre 2021)