Rendez-vous à Monaco

This year, organisers will build on the MYS Seducation program, a strategy designed to attract a new generation of yachting clients that focuses on two core concepts: education and seduction.

The education component involves the opportunity to meet experts drawn from various segments and discover the range of products and services required to embark on their yachting journey.

Aligned with this emphasis on the pleasure-seeking generation – what organisers call those between 25 and 40 years old, also known as Gen Y or millennials – is refreshed branding, a foray into TikTok, and a tailored advertising campaign that features a young couple discovering the fascinating world of superyachting.

“The campaign reaches out to the millennial generation, whose attitude is more relaxed and less convention-based: they wish to remain themselves, authentic and in constant search of new life experiences,” organisers state.

“The will to live free is characteristic of Generation Y; they are fully aware of the state of the world and aim to rewrite social norms through a more epicurean approach.”

The rationale is simple. This demographic has redefined every aspect of the yachting industry in the past few years – from technological innovations to design, sustainability and leisure activities, both on board and at sea, and they have an appetite for exotic destinations and the ability to share these experiences through social media.

Leveraging the popularity of this relatively new social medium, the MYS TikTok tactic is to meet millennials where they are and message them where they play.

MYS TikTok content will promote the superyacht life via motifs such as family, friendship, the elegant lifestyle and respect for the environment while sharing insight into every aspect of yachting.

The MYS 2022 branding campaign has been tailored to a younger demographic and revolves around a couple sharing memorable moments at the Monaco Yacht Show: a morning tender ride into Port Hercule surrounded by awe-inspiring yachts, visiting a superyacht during the day, then spending a blissful evening on board.

To cater to these early adopters, each of the show’s themed exhibition spaces has been revamped, including the Dockside Area, the Sailing Yacht Area and the Yacht Design & Innovation Hub.

The Dockside Area features superyachts, tenders and all manner of services related to the world of yachting. Visitors can meet the shipbrokers, shipyards and designers who worked on the diverse vessels on show.

The Sailing Yacht Area has been relocated to Quai l’Hirondelle on the inner side of Port Hercule, showcasing the crème de la crème of sailing superyachts.

The Yacht Design & Innovation Hub will triple in size, including a 100-square-metre conference area that will host live presentations from designers and naval architects, sharing their insight into emerging trends and new technology.

New in 2022 is the MYS Sustainability Hub, an exhibition of sustainable solutions and pro-environmental projects in yachting.

Located over 200 square metres in Darse Sud, the space will be dedicated to companies specialising in technology to reduce the environmental footprint of superyachts.

MYS is collaborating with the Water Revolution Foundation, which was founded to drive change in the superyacht industry, which relies on the health of our oceans, to select companies that are eligible for the Sustainability Hub.

As Robert Van Tol, Executive Director of the Water Revolution Foundation, explains: “The Sustainability Hub is an incubator for companies that provide innovative or tried-and-true eco-friendly solutions.

“Budding start-ups working on sustainable alternatives that fit in seamlessly with the yachting world will also be present.

“We’re making every effort to find, verify, promote and reward sustainable solutions while encouraging their use and bringing about much-needed change.”

Gaëlle Tallarida, Managing Director of the MYS, says organisers are proud of their “pioneering approach to sustainability, which began 18 years ago.”

“The MYS constitutes one of the industry’s major voices, a share of social responsibility that we fully assume today. Therefore, the Sustainability Hub was an obvious and logical next step for the Monaco Yacht Show.

“This brand-new area dedicated to eco-friendly yachting alternatives is part of our sustainability program, which is set to be extended to the logistics and layout of the entire show.

“We intend to provide support to all those involved – exhibitors, service providers and visitors alike – while exploring concrete solutions to environmental problems.”

Also new in 2022, the Adventure Area is dedicated to adventure, exploration and leisure activities on board a yacht.

Occupying two sites at Monaco’s Port Hercule, the new area will showcase a vast range of day boats and sport tenders, luxury and off-road vehicles, water toys, high-tech gadgets, helicopters and tailor-made itineraries to explore the world’s most remote destinations.

The show’s other themed exhibitions comprise Parvis Piscine: yacht interior design and decoration companies; Upper Deck Lounge (at Parvis Piscine) for luxury products and services; Quai Antoine 1er with yacht tenders, water toys, luxury cars and motorbikes; Darse Sud pavilion for equipment manufacturers and yachting services; and Quai Albert 1er pavilion showcasing yacht-related equipment, maintenance and service companies.

On Tuesday 27 September at the Monaco Yacht Club, show organisers will host the sixth edition of the Monaco Yacht Summit.

The event will address practical questions on yacht chartering, buying and building in front of a prequalified audience of experienced and new yacht owners and charterers.

Visitors have a choice of ticket options, each with its own access and additions. The Sapphire Experience offers concierge services, including yacht visits arranged with exhibitors and other VIP activities and services throughout the show.

The first day of the show, Wednesday 28 September, is invitation-only. Private clients, those holding Discover passes or Sapphire Experience passes and their parties (Advise passes) will be granted access to the Dockside Area, while the other areas are open to all passes. From Thursday 29 September, the Dockside Area opens to the public.

Ocean magazine is proud to be a Media Partner of the Monaco Yacht Show and will present full coverage of the launches, innovations and highlights of this year’s show, which runs from 28 September to 1 October.

monacoyachtshow.com