Heesen Reimagines Marketing Strategy: Foregoes Traditional Stands at Global Yacht Shows

Dutch luxury yacht builder Heesen, under the new leadership of Dutch entrepreneur Laurens Last, has taken an innovative approach towards its participation in globally acclaimed boat shows. Eschewing the traditional stands at this year’s Monaco Yacht Show and Fort Lauderdale International Boat Show, the shipyard aims to offer an ’exclusive and immersive experience’ on board its yachts. This significant shift is part of a deliberate attempt by Heesen to transition to a more ‘client-centric’ strategy.

Heesen’s statement emphasizes the ’exceptional quality and innovative design’ of the yachts themselves, which will now become the primary focus at the shows. This move enables Heesen to concentrate its resources more effectively and ensure that their yachts, including the recently delivered Solemates, are granted the center stage they truly deserve. The yachts will still be proudly displayed at the boat shows, albeit in well-considered positions to attract maximum attention.