The Informa Group, owner of the Monaco Yacht Show, took advantage of the postponement of the 2020 Show to work closely with the yachting industry on redesigning the event.
The rebuild is designed to rise to the commercial and marketing challenges facing the market, by promoting the superyacht lifestyle to a new set of wealthy clients. The next show will be held on 22-25 September 2021.
A Steering Committee made up of decision-makers from the yachting industry will play an advisory role, supporting the MYS development strategy for the coming years. Informa also plans to provide financial support, matching the annual amounts invested by the industry in its marketing action plan to showcase the superyacht lifestyle.
The keenly awaited Monaco Yacht Show will be driven more powerfully than ever by the superyacht clientele; it will offer a bespoke experience of unparalleled prestige.
Visitor profiles for tailor-made experiences
Superyacht and tender exhibition in the Dockside Area
The new badge system will also enhance the flow of visitors on the quaysides; it will be easier for private visitors to board the superyachts and luxury tenders. On Wednesday 22 September, the Dockside Area will be open to “Discover” and “Advise” badges only, so that these categories of visitors can meet with shipyards, yacht brokers, designers or tender manufacturers in a more intimate and personalized environment. From Thursday onwards, the Dockside Area will be open to all participants.
Premium services for superyacht clients
The event will include a VIP visit program, the Sapphire Experience, featuring a program of activities in the show and in Monaco for superyacht owners, charterers, and future clients.
Two new first-class VIP entrances will be located near the Upper Deck Lounge (exhibition space for the show’s luxury partners) and close to the Yacht Club de Monaco.
Visitors will discover new sections dedicated to innovative projects and trends in sailing, design, and exploration, and the program is set to grow over the coming years. The MYS will also rename its exhibition areas, identifying each distinct theme to make it easier for visitors to find their way around.
The renewed MYS aims to win over new audiences from other high-end spheres beyond yachting, thus building on the marketing strategy deployed over recent years.
Informa’s stated that the main priority remains to safeguard the health of participants at the Show. The 2021 MYS will therefore implement all necessary health measures, guided by its AllSecure program and health regulations issued by Monaco’s government.
(The future Monaco Yacht Show will be designed around suyperyacht clients – Barchemagazine.com – February 2021)