How to stand out in a competitive marketplace
Promoting a product or service in the yachting industry is hard. We know, because we do it.
About us
ESTELA Superyacht Agency is a port agent, based in the Balearics since 1850, with a global network of offices and partners that connects with yacht captains, owners and managers every day. Our business is supporting captains and crew with organising their guest/boss trips and managing yard periods. Our services range from port formalities, bunkering and cash-to-master, to VIP concierge services, provisioning, and itinerary planning.
The problem
Connecting with customers is always a challenge, particularly in yachting. Is your promotion aimed at the captain, the yacht manager, the purser, the engineer, someone else? Or, are you trying to reach yacht owners, representatives and guests?
Whoever’s attention you want, your target audience is constantly on the move. Yachts rarely stay in the same place for long, personnel changes are frequent and everybody’s always on the go. The challenge is working out what they read, when and where.
This makes placing your limited advertising budget very tricky. Magazines, directories, newspapers and social media all serve a purpose, but none last very long. Most magazines don’t make it on board, nobody reads directories, while questionable impressions statistics make ROI on social media platforms hard to measure. So do you focus on one or two channels, or a bit of everything?
Our solution
Our superyacht travel guide, ‘The Y Yachting Itineraries’ is produced annually, created in-house by us expressly for captains, owners, guests and crew. The book is free, both in print and digital (here), and is the only guide of its kind.
We liken it to a ‘Lonely Planet’ travel book, but the focus is exclusively on superyacht destinations, itineraries and useful information. And it’s an entertaining read (people tell us)
Its 300-page, A5 form is bookshelf friendly and its useful content ensures that it stays on the bridge, in the crew mess, and guest suites for many months. Each guide features new destinations, never cannibalising previous editions. It is published each Spring, at the start of the Mediterranean cruising season.
Print circulation is 8,000 copies.
Distribution
Distribution is by hand, in person, to yachts over 24m throughout the Western and Eastern Mediterranean, the Canary Islands, the Caribbean, S. Florida, Panama and Bahamas.
We distribute in marinas, at yacht shows, at shipyards and showrooms. Our agency and partner network also hand ‘The Y’ to captains passing through their locations, amounting to thousands of copies annually.
USPs of The Y Yachting Itineraries
- Multiple copies kept on the bridge, in the crew mess and in guest suites
- Unique in form and content, stands out in a crowded marketplace
- Created by people who understand owners, guests and captains’ needs
- Minimal advertising content, not created for profit
- Reaches owners and guests where it counts; in their private space and free time
Our proposition
As an independent agency, we work with a variety of companies, local authorities and organisations and can be flexible about our commercial arrangements.
For 2022/23, Theme Sponsorship of ‘The Y Yachting Itineraries’ is now open, which will set the theme and featured destination, both for the book and our events in 2022. Artwork and photography will reflect the theme — from the front cover throughout the book — as well as in our email newsletters and social media.
Not only do we promote our sponsors in print, but we do it face-to-face, with captains, fleet managers and decision makers, to ensure that they know about you.
The earlier you commit to working with ESTELA for 2022/23, the earlier we can start promoting what you have to offer to captains and owners!
See for yourself what Captain Bob Kercher, M/Y Jamaica Bay (60m Nobiskrug), has to say about ‘The Y’. We really couldn’t put it better ourselves…
To discuss possibilities, contact Francesco Gennai on +34 638 81 68 03 or email francesco.gennai@estelashipping.net