Unpacking the Makings of a Successful Marketing Model at the Monaco Yacht Show

The Monaco Yacht Show frequently becomes a vibrant confluence of marketing strategies. As one attempts to absorb the multitude of brand messages, the atmosphere buzzes with the constant drone of budding opportunities and the spectrum of colours synonymous with effective marketing. A rough estimate shows several million euros are invested into varying marketing plans throughout the show, including a sweeping array of brand activations, uniforms, flags, parties, VIP hospitality, merchandise, amongst countless others. The investment extends to the stands themselves and the luxurious superyachts docked in the harbour. In the face of such intense competition, numerous companies opt for strategic rebrands, while others choose to stick with what they know best, recycling the same promotional material, and banking on a ‘if it isn’t broke, don’t fix it’ approach. The verdict of these strategies lies in their aftermath - Did we meet the right people? Did we create potential opportunities? Post-show, the sales and marketing teams shoulder the responsibility of sieving promising leads and potential clients from the vast pool of interactions. But it’s not all about playing catch-up, there’s always the future to look forward to, events like Fort Lauderdale and METSTRADE are just around the corner. Meanwhile, on the horizon, there’s a new edition of the one-of-a-kind event ‘Make Your Mark’, scheduled for March 2026 in Amsterdam, bringing together marketing and branding mavens not just from the super-yacht industry, but from diverse sectors. ‘Make Your Mark’ is a sign that the industry doesn’t rest. New strategies are already on the drawing board, redefining how the industry narrates stories and reaches out to audiences, in fresh, innovative ways.