I N F O R M E D   .   I N T E L L I G E N T   .   I N T E R A C T I V E

D E L I V E R I N G   S U P E R Y A C H T   N E W S ,   O P I N I O N S ,   R E P O R T S ,
I N T E L L I G E N C E   &   E V E N T S   F O R   O V E R   2 5   Y E A R S

Introduction

Welcome to The Superyacht Group’s 2018 Product Portfolio & Presentation, a comprehensive tool that is designed to help every client plan their future marketing campaigns and strategies. This report shows you in a very clear and concise way how we have invested in our portfolio, the growth we have achieved and the way in which our audience has engaged with the new and evolved products.

One of the most important things I’d like to reinforce for 2018 and beyond is the fact that we have the creativity, the flexibility and the unique ability to work with any client, no matter how big or how small. Our portfolio allows the smallest start-up to invest in effective targeted marketing as much a major shipyard can create a compelling global campaign.

Every company needs to market itself, but we recognise that there is such a diverse mix of companies, business models, strategies and campaign ideas that our Account Managers and Account Directors spend time understanding exactly what you need and customising a strategy that is as effective as it is affordable.

Whether you want to reach out digitally, directly or socially, whether you want to make a big print impact or host a huge

event or create something exclusive and unique, we have a team of strategic experts, digital and social gurus, and creative geniuses who can work with you and your team to deliver a message, campaign or proposition, directly to your target audience.

If you want to reach 100 captains with a specific message, reach everyone that matters in the market, entertain some of the most important designers, raise your profile in front of an UHNW segment or connect with the industry’s most important CEOs and influencers, everything can be tailored to reach your perfect audience. It is no longer about blasting out messages and hoping people are listening; it’s all about reaching the right audience that is engaged and focused on the right media mix and therefore more likely to react to your marketing campaigns.

When you work with The Superyacht Group, we not only understand the superyacht market, we understand how to market. Contact me or any of my team and we will work with you as a marketing partner to deliver effective results.

M A R T I N   H  .  R E D M A Y N E

Our Mission
and Objectives

Success is measured in many ways, but in our media space we measure success by the quality of our audience and the level of engagement with our channels. We have seen an incredible growth in our on-line audience as you will see throughout this presentation, plus we have created a new magazine style that has been nominated for awards but more importantly, has seen our most powerful readership adopt it as their must-read report. It was all part of our new strategy, to make sure everything we did was the best in the market in terms of journalism, design and production, we are confident we have set a very high standard for our team. However, the next phase of our Group’s plan is to maintain this and to grow our audience further, so we are confident that everyone who really matters or who makes decisions in our industry will become loyal and avid readers, and remember it is not always about, how many, but who.

MISSION

To provide valuable information, intelligence and interactive experiences for the most powerful network of decision makers, influencers and advisors in the superyacht sector and therefore provide the best value opportunities for our partners to communicate and engage with the same network.

OBJECTIVES

  • To build and manage the most valuable network of advisors, buyers and influencers.

  • To provide this network with the best quality information channels and events.

  • To ensure that every buyer of superyachts, equipment and services is fully engaged with our portfolio.

  • To be recognised as the most respected and renowned team of analysts and journalists in the market.

  • To always be focused on delivering the best customer journey for our complete portfolio.

  • To make sure our partners and clients meet their objectives and connect with their most relevant target audience.

Our Promise
to you

Our future strategy is based on a clearly defined and open partnership with our clients.

We want to know everything there is to know about your business, so we can support you with the best advice and strategic ideas that fit your needs. We will not sell you something just because it’s in our portfolio. Some clients never want or need to advertise or market themselves conventionally, but we understand that you may need some unique insight or research that will help you understand where you are heading or what may need to change.

OUR PROMISE

  • We want to make your investment in our portfolio work effectively.

  • We want your money to work harder for you to deliver extra added value.

  • We want to help grow your business and make sure you reach new customers.

  • We want you to understand that we are here to guide, advise and help.

  • We promise not to sell you something you don’t need.

  • We want to build a trusted partnership for the future.

  • We want to meet you to get to know how your business operates.

  • We want you to meet our whole team and not just a sales rep.

Our
Offerings

MAGAZINE

Over the past 25 years, we have invested in quality, in terms of production, print, design and most importantly, journalism. A magazine is worth advertising in, if it has an engaged audience of quality readers.

EVENTS

An event is only worth attending if you meet people worth meeting and learn something new and interesting. We invest in our programmes, our partnerships and our speakers in order to deliver to our delegates the best events in the market.

DIGITAL

The digital landscape is changing all the time and over the past year we have built an expert team to create a future proofed web platform that is driven by journalism and opinions. Since the re-launch of SuperyachtNews.com we are confident that we deliver an engaged, loyal and relevant audience of the highest quality.

The Market
Place

3,500+

superyachts
(yachts over 30m)

Our core audience focus is the active fleet delivered in the past 20 years.

140

new build projects
delivered per annum

Ranging from 30m LOA to 160m+

180

active refit & repair yards

These range from dedicated yards to commercial yards that offer superyacht services. Projects range from warranty and service contracts to major refits and extensions.

€3,000,000

the annual average
operating budget

Each year superyachts spend an operating budget on a whole host of products and services, ranging from €800,000 to €15,000,000 per annum, depending on size and pedigree.

120

active new build yards

We engage with all shipyards but focus on the primary yards that are consistently delivering.

1,500+

superyachts:
the ageing fleet

Some of the fleet is older than 30 years and in many cases are not operating, employing, investing or migrating.

The Audience

PRINT AUDIENCE

In 2017, we have invested in a full time data, customer research and subscription marketing team that is exclusively focused on creating the best audience possible. We have a full-time Captains VIP Concierge who is talking and connecting with Captains and senior crew all day every day and we have invested in building a joined-up CRM system that allows us to deliver a readership of the most important buyers in the industry. This is all linked to our mission of producing print media that is unique and of the highest journalistic quality in order to deliver an audience that is 100% loyal and engaged. From Owners to Captains, from Engineers to Designers, from Brokers to Builders, from Family Offices to Yacht Managers, everyone that matters, that makes decisions, that buys or influences makes up the core audience of The Superyacht Report, The Superyacht Annual Reports and The Crew Report. We deliver “Reports Worth Reading” to an “Audience Worth Reaching.”

DIGITAL & SOCIAL AUDIENCE

In a market place that comprises a few thousand active superyachts and a network of tens of thousands of actors, influencers and players, with a digital landscape that is congested and overloaded with PR and fluff, we have made it our mission to deliver a digital and social audience that is of the highest quality possible. This means it is loyal, engaged and relevant. Everyone today is bombarded by digital channels and information overload that is very difficult to consume or explore. The investment we have made in the past 18 months into our core digital and social channels has created an audience engagement that is unrivalled and focused. By delivering quality news, opinions, information and analysis, we are able to demonstrate that all key buying segments of the industry are consuming our content on a daily basis, but for an unprecedented amount of time and with a much reduced bounce rate. Our digital and social audiences are engaged and relevant, because they recognise that we deliver “News Worth Reading”.

EVENTS AUDIENCE

Every day somewhere in the world, there is an event you can attend that claims to deliver a high-quality audience that you have to meet, but often you can find it is a network of people you have met before or perhaps an audience of people selling their wares and no one there to buy. So by using our CRM and research team and joining up the print and digital channels within The Superyacht Group, we have over the past 25 years built a reputation of delivering the right mix of delegates to any of our events that really are worth meeting. We focus our attention on VIPs, whereby we look to attract the most important decision makers, the most valuable influencers, the most well connected advisors and those people that make the market. So if you are bored of attending events with the same old networks and the same predictable speakers, we have set the standard in delivering powerful audiences who know that our events are “Events Worth Attending”.

The Audience

Our future strategy is based on a clearly defined and open partnership with our clients.

We want to know everything there is to know about your business, so we can support you with the best advice and strategic ideas that fit your needs. We will not sell you something just because it’s in our portfolio. Some clients never want or need to advertise or market themselves conventionally, but we understand that you may need some unique insight or research that will help you understand where you are heading or what may need to change.

A CAMPAIGN WITH THE SUPERYACHT GROUP OFFERS YOU DIRECT ACCESS TO AN AUDIENCE
WITH UNRIVALLED PURCHASING POWER IN THE SUPERYACHT MARKET, INCLUDING:

Active Captains
Chief Engineers
Chief Officers
Superyacht Owners
Senior Crew
Shipyard Management & Project Managers
Owners Representatives & Advisors
Potential Owners and Charter Clients
Brokers and Consultants
Superyacht Managers
other Crew
Designers & Naval Architects
Lawyers and Professional Advisors
Family Offices
Corporate Service Providers
Marina Management
Government offices
Decision makers, buyers, Influencers and advisors

The Content

It is important to reinforce that we made a strategic decision not to use freelancers to generate our content for our media channels, but to utilise our full-time staff , a very skilled and experienced team of editors and journalists who are focused on delivering the most interesting, relevant and topical content that tackles and reports on the more serious subjects, reporting on the key aspects of the market. The on-line and print content we generate is typically unique, well researched and based on quality insights and a great network of experts. This makes the content always worth reading, which has been proven by the incredible amount of time our audience spends on-line consuming the news, features, opinions and perspectives we share.

M A R T I N   H  .  R E D M A Y N E
E D I T O R - I N - C H I E F
W I L L I A M   M A T H I E S O N
E D I T O R I A L   D I R E C T O R
B R Y O N Y   M C C A B E
M E D I T E R R A N E A N   E D I T O R
J U S T I N   R A T C L I F F E
E U R O P E A N   E D I T O R
R A C H E L   R O W N E Y
W E A L T H   E D I T O R
R O R Y   J A C K S O N
B U S I N E S S   E D I T O R
L U L U   T R A S K
M A N A G I N G   E D I T O R
F E L I X   S O W E R B U T T S
B R O K E R A G E   E D I T O R
G E O R G I A   B O S C A W E N
F L E E T  &  D E S I G N   E D I T O R
T I M   T H O M A S
T E C H N I C A L   E D I T O R

The Audience
Engagement

The media landscape gets obsessed with numbers, how many unique views, how many readers and how many copies are printed, but we made a very key strategic decision to focus on quality and not quantity, as we have clearly seen that there are not hundreds of thousands of people worth reaching, there are not tens of thousands of active buyers nor are there thousands of decision makers.

Our focus has been and always will be, to deliver the highest quality buying audience, who are directly involved in the decision making process and who are absolutely focused on the quality of content. This mission, based on our mantra of “Less is More”, has proven to work over the past year as we have seen some unprecedented engagement and interaction with our media channels.

We love your work and we, as designers, feel honoured talking to people like you . You have a wonderful magazine with a wonderful change of identity. You’re very hard working people and I respect your magazine.

FRANK LAUPMAN - OMEGA ARCHITECTS

I like it because it is very technical and for once there is a magazine with more information than pictures and adverts. I know it says on the cover ‘A Magazine Worth Reading’, but that is exactly the point of it.

MANNIE AVENIA - CAPTAIN

SuperyachtNews.com is an excellent platform for covering [reports] and promoting awareness.

PETE SOUTHGATE -
WRIGHT MARITIME GROUP

I have been reading the new copy of The Superyacht Report – very nice! It has become, in my view, more professional and informative.

MARCUS REYNOLDS - JOTUN

The
Engagement

We chose your company as we considered it a premier provider, with an attitude focused on industry.

LYNDEN VIKINGUR -
VIKAL NTERNATIONAL

The Superyacht Group transmits professionalism, truthfulness and objectivity. It doesn’t matter whether you need visibility, data and intelligence, brand awareness, promotion or just editorial support; their experienced team is reliable whether you need a marketing proposal or simply a word of advice. They make sure your company hits your target audience through the proper channels. There’s no doubt, if you wish your company to play at the highest level, you must work with The Superyacht Group.

GUILLERMO GARCÍA - VOLUTION YACHT AGENTS

The Superyacht Group are a well-informed, friendly business investment that have helped us develop our network and reach the right people.

JUSTIN OLESINSKI – BERNAND OLESINSKI LTD

We like working with The Superyacht Report for its specialist market knowledge and intelligence, a finger on the pulse of all the aspects of the superyacht industry. A great resource of information and customer insight.

MARCUS REYNOLDS - JOTUN

The Superyacht Group consistently searches for relevant issues within the industry and publishes insights that are valuable to all stakeholders within the yachting community.

MARK LORING CEO/PRESIDENT - ATLAS MARINE SYSTEMS
DIVISION OF UNITRON COMPANIES

The
Portfolio

The Superyacht
Report

8 issues annually
16,000 print run per issue

The Crew
Report

4 issues annually
8,000 print run per issue

The Superyacht
Annual Report

4 issues annually
6,000 print run per issue

The Superyacht News

84,000 unique visitors monthly
30,000+ subscribers
90,000+ social media audience

The Superyacht Forum

800 delegates hosted in 2017

The
Superyacht
Report

THE AUDIENCE

Our strategy has evolved to ensure that every buyer or advisor with a significant level of influence will be eligible to receive The Superyacht Report with our compliments. Owners, Charter Clients, Potential Owners, Captains, Managers, Builders, Brokers, Repairers, Advisors, Lawyers, Designers, Senior Crew and Owners’ Representatives will all be able to receive the magazine free of charge. This will guarantee one of the most valuable and powerful audiences in the market, with absolutely no wastage.

THE EVOLUTION

The Superyacht Report comprises an intelligent amalgamation of our print media channels, where we deliver one excellent print magazine with clearly defined sections that allow readers to consume information more efficiently and for our marketing partners to engage our audience more effectively. The sections are, Business, Fleet, Technology, Operations, Ownership, Buyer & Design

THE RATE

As a guide, a single Full Page is £3,450 per insertion; however, if you would like to discuss a strategic campaign across our portfolio in order to reach the best target audience, please contact your Account Manager so they can work with you on the best value partnership and the right level of investment.

THE MISSION

With a team of 15 full-time journalists and market analysts, all linked with a vast network of contacts and experts throughout the industry, we deliver a magazine that provides expert opinion, trusted insight and the most topical and intelligent information that can be used for any decision making process. Our print media channel, The Superyacht Report is driven by the mantra “A Magazine Worth Reading”.

The
Superyacht
Report

Advertise directly to your target audience with our dedicated sections

Business - Focusing on commercial, legislative and fiscal transit, our business aim is to be the industry’s leading source of market content, analysis and candid discussions.

Owner - Insight and commentary on a range of issues relating to yacht ownership and experiences, this section is dedicated to owners, charter clients and their advisers.

Fleet - Data and analysis on the growth of the fleet and factors that affect the market. This section is perfect for shipyards, marinas & suppliers.

Buyer - Views and dissection of the pertinent trends of the ever transitional brokerage market.

Technology - Focusing on the technical aspects of superyachts, from regulations to systems design and engineering. Relevant for owners, captains, engineers, designers, yards and key decision makers across all disciplines.

Design - Delving into the world of superyacht design and naval architecture, this section looks at forward-thinking concepts, provides insights into studios & design issues.

Operations - An insight into all facets of operating a superyacht, from shore side yacht management to on-board procedures undertaken by captains, first officers and chief engineers.

2018 ISSUES

Issue number     Focus
184 Owners
185 Refit
186 Technology
187 Captains
188 Tenders
189 The Monaco Edition
190 The US Edition
191 Design

The Superyacht
Annual Report

THE MISSION

For the past decade we have delivered the most accurate and valuable new build market report that provides detailed intelligence on shipyards and their current delivery activity and order book. For 2018 the portfolio will explore the following sections:
– New Build
– Training & Recruitment
– Brokerage
– Marinas & Migration

THE AUDIENCE

Our strategy has evolved to ensure that every buyer or advisor with a significant level of influence will be eligible to receive The Superyacht Report with our compliments. Owners, Charter Clients, Potential Owners, Captains, Managers, Builders, Brokers, Repairers, Advisors, Lawyers, Designers, Senior Crew and Owners’ Representatives will all be able to receive the magazine free of charge. This will guarantee one of the most valuable and powerful audiences in the market, with absolutely no wastage.

THE RATES

As a guide, a single Full Page is £3,450 per insertion; however, if you would like to discuss a strategic campaign across our portfolio in order to reach the best target audience, please contact your Account Manager so they can work with you on the best value partnership and the right level of investment.

The
Crew
Report

THE AUDIENCE

Our new and improved distribution methods will ensure The Crew Report gets into the hands of the crew; when magazines are delivered direct to the yacht, the number of copies will be based on the size of crew, to ensure every crew member on board can read the magazine.

THE RATES

We understand the value of building and maintaining a relationship with crew year round, which is why we offer four clear 12-month packages that convey your message to your target audience, in every issue and online. The Crew Report packages are between £1,200 and £8,000 annually.

The
Crew
Report

Advertise directly to your target audience with our dedicated sections

Captains - As the key decision makers on board, this section offers those at the helm the ins and outs of regulations, crew mentoring and yacht operations, offering captains a focused and professional media space.

Deck - Whether it be washing down, dealing with tenders and toys or liaising with guests, we offer advice and information to this hands-on department, so often full of crew new to the industry.

Interior - As interior training standards are on the rise and more prominence is given to the department, this section offers much needed career advice to a department where this has been severely lacking.

Engine Room - Being tucked away in the bowels of the yacht shouldn’t mean engineers are tucked away from pertinent information, and this section offers just that, whether it be certification changes or updated training requirements.

Galley - A department that is, quite rightly, seeing growing interest in terms of education, training and value, we offer those arguably most in demand on board the information required to get them through a tough season and career as a superyacht chef.

Careers - With regulations, certification updates and training requirements changing on a seemingly daily basis, and a growing interest of a career on board superyachts, this section focus on the most pertinent recruitment and training information and advice, to best support those working in this industry.

EVENTS AUDIENCE

Our research told us that today’s superyacht crew favour educational and career-focused content. With its team of 15 full-time journalists and market analysts, The ‘new’ Crew Report has built upon its position as the market’s only magazine for crew, providing informative and advisory content to crew at all stages of their career. Alongside the Crew section of SuperyachtNews.com, the magazine comprises six dedicated sections – Captains, Interior, Galley, Deck, Engine Room and Careers.

Superyacht
News

THE EVOLUTION

SuperyachtNews.com is our one exceptional central online portal, serving news and content to all sectors of the market. This offers users a unique website experience where they can explore content from all sides of the market and tailor the news they read to their own personal preferences. In turn, the sections of the website follow the sections laid out within The Superyacht Report it allows advertisers to target their audience with a new level of sophistication.

Superyacht
News

THE MISSION

The internet is flooded with information and data that is chaotic, random and in many cases inaccurate. We have invested in the new SuperyachtNews.com in order to become the most intelligent, informed and interactive website in the market, where only high quality journalism and opinion is available, so that the best quality audience is engaged and consumes the insight on a daily or weekly basis, in a way that is designed to ensure that each user can enjoy their own personal experience and therefore find the information they want more efficiently.

THE AUDIENCE

84000+

unique visitors to the
website in Aug-17
*133% growth since re-launch

TIMINGS

8min 31s

average time a user spends
on the site in 2017
*173% growth since re-launch

BOUNCE RATE

4.01%

average bounce rate in 2017
*the percentage of people who don’t
go further than landing page

Superyacht
News

CAMPAIGN TARGETING

There are many ways we can tailor your campaign to make sure you are getting the most out of it and reaching your target audience. Some of the ways we can do this are listed below.

GEOGRAPHIC

We can target your campaign to specific regions and country if, for example, you want to expand your brand into another region.

KEYWORDS

If you want your banner to show up against an article we can target through keywords meaning that every time there is an insurance article your banners can appear next to it.

SECTIONS

If you want your banners only to appear to particular audience such as owners or captains we can target to different sections of our website such as business, owner or crew.

The Superyacht
Forum

THE EVOLUTION

The same strategy is being applied to our event portfolio in order to create a more valuable platform for all sectors of the industry to meet, engage, learn, exchange ideas and create valuable business opportunities. Therefore, we are delivering this year a powerful meeting of the industry that is a combination of our current events portfolio, comprising SuperyachtDESIGN Week, the Superyacht Management Meetings, The Superyacht Owner’s Summit, Make Your Mark and, of course, the Global Superyacht Forum. This new event will follow the same brand strategy as our portfolio and will be labelled The Superyacht Forum, to be held in Amsterdam in November. We are confident that by bringing together the design community, the shipyards, the strategic thinkers & marketers, the financial, tax & business community and the owner advisory network & family offices and introducing this unique mix of experts to the existing community of the Global Superyacht Forum, we will create the most valuable and powerful meeting place for everyone involved in superyachts.

Who are we?

The Superyacht Group is one of the few privately owned, fully independent media businesses in the sector.

However, we have decided that we do not want to be labelled a media or magazine company but more a market insight and information provider. Our business is built around the core values of excellent customer service, high quality journalism and intelligence and a rare passion to deliver the best products and services we can, for our audience and partners.

Our newly refined and refreshed portfolio is there to ensure that all buyers and their advisors interact with our information, insight, opinions and intelligence on a daily basis, as they know it can be relied on and be trusted as the best in class. Over the past 25 years we have evolved, grown, changed course and added new initiatives to our portfolio, in order to serve the market and stand out from the crowd of other media companies. We love superyachts and our diverse team of journalists, editors, account managers, analysts, marketers, support staff and researchers strives for excellence in everything we do.

Where are we?

The Superyacht Group’s headquarters are based in London in the cool, relaxed and fun part of this powerful city, known as Northcote Road.

A dynamic social hub of bars, restaurants and culinary artisans, sandwiched between two vast green parks and connected to the world through fantastic transport links to the airports and rail networks of London that allow any of our team to jump on a plane within a hour from their desk. However, our team is constantly travelling the globe to meet partners, attend and host events or to visit shipyards and major yachting hubs, from Seattle to Singapore

and New Zealand to New York and everywhere in between. We have journalists in key locations in Italy and Palma Mallorca, with plans to have a more permanent operation in Asia and the USA for our future strategic plans. Next time you’re in London please stop by and we will entertain you at anyone of the coffee or wine bars that are within a few seconds of our front door.

C O N T A C T
W W W . T H E S U P E R Y A C H T G R O U P . C O M