It occurred to me this week that I’m now in my 24th year in yachting. It’s an extraordinary amount of time, especially considering I’m just 29 years old.
All kidding aside, a lot has changed in the world in those 24 years. Marketing, for example, is a lot more sophisticated. The other day, I laughed out loud during a commercial for auto insurance. Auto insurance! It depicts a hilarious scenario wherein a teenage boy tells his parents about a “very minor fender-bender in an unreasonably narrow fast-food drive-through lane.” The word insurance isn’t even mentioned. Not once.
Yachting is different, too. Twenty-four years ago, print advertising was the only advertising, and nearly every ad had a yacht—a yacht cruising left, a yacht cruising right, or occasionally, one going straight up the middle of the page. Now, yacht managers, builders, and charter brokers have expanded into everything from social media to books recounting their histories and accomplishments. They’re beautiful, polished productions with a yacht cruising left, a yacht cruising right…
Oh. Wait a minute.
OK, maybe I’m exaggerating. But just a little. Far too many companies are doing the same thing they’ve always done. The few who “get” it, get it right.
Take the superyacht Titania, for example. If you visit her dedicated Facebook page, you’ll find pictures like the ones here. Note the stew artfully making swans out of bath towels, and guests flying down the giant slide. Dozens of happy faces. A few beauty shots of the yacht, too. But more about the experience of life onboard.
That’s what it’s all about. That’s the story of Titania. She’s so much more than a steel hull and aluminum superstructure, with a bunch of glossy wood and polished marble. Why sell her story short?