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Media /ˈmi:dɪə/ noun

The main means of mass communication (broadcasting, publishing, and the internet) regarded collectively.

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At SMG we are proud to be  partners  to a large number of charter yachts, big and small, from all over the world helping them tap into the  fruitful  world of social media marketing.

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By SuperyachtNews 19 Jul 2019

Optimising superyacht social media

We call on the expertise of influencer marketeers to explain how superyacht companies can excel in this vital area….

It has become one of the most powerful business tools in the world, but surprisingly social media is often overlooked as a vital contingent to a successful business strategy. When it comes to social media in the superyacht industry, few would argue that it is being used to its full potential and many are confused as to how to optimise the tool in light of the confidentiality agreements that entwine the industry.

During The Superyacht Design Forum, we called on the expertise of two influencer marketeers and social strategists and a superyacht influencer to explain how companies within the superyacht industry can excel in this vital area and use it to amplify their exposure and ultimately grow their business.

“The branding that I often see in the yachting industry is very functional, there is often a focus on the specifications and specifics of a yacht, which is still very important,” begins Chris Donnelly, founder and CEO of Verb Brands, one of the leading luxury digital agency for fashion, hospitality and lifestyle brands. “But, look at someone like Bugatti or Ferrari and how they sell the brand, they call upon the history, the heritage and what makes that brand what it is, which is incredibly powerful.”

"Look at someone like Bugatti or Ferrari and how they sell the brand, they call upon the history, the heritage and what makes that brand what it is, which is incredibly powerful.” - Chris Donnelly, founder and CEO, Verb Brands

It would seem that many companies in the superyacht industry focus only on posting pictures of yachts on Instagram, which can work well of course, but there are more intelligent ways to approach social media in order to engage the correct audience.

“A lot of brands, traditionally are trying to sell their products really deeply, and that is not necessarily what consumers are after,” says Ben Jeffries, CEO and co-founder of Influencer, a data-driven platform that connects brands with influential content creators.

“It is much more important to bring them on a journey with you and focus on the lifestyle element, especially in the luxury markets,” Jeffries continues. “That is what Ferrari really do, they sell a lifestyle, even if it’s not people actually advertising a Ferrari, they are advertising experiences which are connected to the brand.”

Due to the countless confidentiality clauses surrounding the yachting market, many find it difficult to showcase their work on social media. But as Donnelly and Jeffries explain, there are many ways to work around this, from focusing on the lifestyle element, connected experiences or just a few details of a project.

Due to the countless confidentiality clauses surrounding the yachting market, many find it difficult to showcase their work on social media. But as Donnelly and Jeffries explain, there are many ways to work around this.

“When companies ask us to come on board, the brief that we get from the majority of brands is to reposition them away from obvious product selling, towards building that lifestyle element,” offers Donnelly. “We work with a lot of high-end jewellery brands, like Boodles for example, where we [create] a lifestyle and what it means to be part of that brand and to be a Boodles customer.”

As Donnelly explains, when people buy into the lifestyle element of a brand it can be really successful sales technique and benefit the band exponentially.

“In the industry we often see a helicopter shot, a photo of the bow looking up, or a woman on the front of the boat looking out to sea,” observes Matthijs Rhee, owner of the @MrSuperyachts Instagram account and superyacht broker. “Most accounts don’t show the family hanging out together, or swimming, but this obviously links back to the confidentially clauses.”

One of the examples used in the discussion is Red Bull, which has done exceptionally well by linking itself to other areas, giving the brand maximum exposure. “They very rarely ever advertise what the actual product is, but they attach themselves to experiences,” says Jeffries. “People then genuinely think that when you have Red Bull they are part of all these experiences around them, which is what brands should really be adopting, especially in the luxury market, when you are trying to stand out.”

Many are under the impression that the target market in the superyacht industry, i.e. the owners, wouldn’t engage with a company’s social media channels. However, this may be all about to change, as Jeffries explains.

“What is predicted to occur in the next ten years id the biggest generational shift in wealth that has ever happened,” he says. “You have an unbelievable level of wealth that is being transferred from parents to children, and those children are the most digitally savvy people on the planet. They have had all the technology from the youngest age and are completely capable of interacting with all those channels. It debunks all these theories that the UHNWIs won’t be on these channels, because they will be.”

“You have an unbelievable level of wealth that is being transferred from parents to children, and those children are the most digitally savvy people on the planet." - Ben Jeffries, CEO and co-founder, Influencer,

So, what can you really do with social media as a company bound to a confidentially agreement?

“What we try and do is communicate that we understand a certain style and a certain value,” says Donnelly. “if you were a designer for example, you would try to seduce someone in to thinking that you understand style and you get how design and products work rather than showing the finished product. The communication of style in the side shots and corner shots can convey something really well without giving away the final picture. Sometimes it’s actually better not to reveal all of something as it can be more seductive.”

“we would typically sit down with a brand and identify what they are hoping to achieve by having social media. Adds Jeffries. “It’s like what you would define if you were building a website. We would ask what the brand is hoping to hoping for consumers to see when they first visit. Then we would build a strategy, which would convey which group are we going to target to actually come to the site. We have a platform that helps to target very niche audiences so we could tell you which influences have audiences that are fans of Rolex for example."

“These car brands have entire teams dedicated to social media. But in most cases in the yachting industry, it’s someone just doing it on the side of their actual job.” - Matthijs Rhee, owner, @MrSuperyachts and superyacht broker

As explained by the panel, the potential that social media holds for companies it far too great to ignore. “These car brands have entire teams dedicated to social media,” says Rhee. “But in most cases in the yachting industry, it’s someone just doing it on the side of their actual job.” Often the social media responsibility is just handed over to the youngest person in the room, even if they have no experience in the area.

The opportunity of social media is vast and there is so much that brands in the superyacht industry could be doing to improve its social media standing. Even when it comes to the subject of confidentiality, as the panel explains, there are many ways to get around this issue and even use it as an advantage.

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• This New 150-Foot Superyacht Can Cruise Through Shallow Waters in Florida and the Bahamas With Ease

The sleek Palm Beach Vitruvius was designed with stateside seafarers in mind.

Rachel cormack.

Digital Editor

Rachel Cormack's Most Recent Stories

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After establishing a presence in the U.K. and France, Vitruvius Yachts has now set its sights on the U.S.

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Palm Beach Vitruvius is capable of more than coastal cruising, though. The vessel can also carry out transoceanic voyages, with a range of more than 4,000 nautical miles.

On top of that, Palm Beach Vitruvius will look plenty elegant on the high seas. The cruiser showcases the streamlined hull that has become synonymous with Vitruvius. Briand, both a naval architect and yacht designer, has previously penned sailing yachts and thus knows a thing or two about creating a sleek silhouette.

The studio didn’t share any details regarding layout or amenities but acknowledges that comfort is paramount for a truly exceptional yachting experience. As per the renders, Palm Beach Vitruvius is packed with plush features, such as an expandable beach club with an infinity pool and a scenic sundeck with a Jacuzzi and bar. She also is equipped with a large sun pad and lounge on the foredeck and multiple alfresco lounge and dining areas on the aft decks.

It shouldn’t be too long before we see Palm Beach Vitruvius cruising the seas, either. “Designed by one of the world’s most well-known naval architects, it is more than a concept,” Kevin Ralph, a broker with Worth Avenue Yachts, said in a statement. “This fully engineered project is currently out to bid by three world-renowned yacht yards and will be ready to commence building shortly.”

Click here to see all the photos of Palm Beach Vitruvius.

Rachel Cormack is a digital editor at Robb Report. She cut her teeth writing for HuffPost, Concrete Playground, and several other online publications in Australia, before moving to New York at the…

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The superyacht world is speculating that Mark Zuckerberg just bought this 118-meter boat

• The 118-meter superyacht Launchpad made her maiden voyage last week.
• The yacht world is speculating that her owner is Meta CEO Mark Zuckerberg.
• Here's what we know about the luxury vessel.

In the world of superyachts , privacy is the most valuable asset. It can be next to impossible to discern the details of a superyacht transaction — and that's particularly true if the vessel in question is worth nine figures.

Yet some in the boat blogging world are speculating that Meta CEO Mark Zuckerberg is the new owner of Launchpad, a megayacht currently moored in Fort Lauderdale, Florida after she made her maiden voyage from Gibraltar to St Maarten last week. Launchpad clocks in at 118 meters long, about nine meters shorter than Jeff Bezos' superyacht Koru .

The transaction could not be confirmed, with yacht world insiders declining to share what they know and representatives for Zuckerberg not responding to a request for comment from Business Insider. In the past, reports about Zuckerberg owning superyacht Ulysses have proven false.

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"It is Feadship's standard policy to never divulge any information about our yachts with reference to ownership, costs, or delivery, etc," Feadship, the ship's builder, wrote to BI. "Whether it is an 18-meter Feadship from the 1960s or a 118-meter Feadship from the 21st century, we do not share private information."

But Zuckerberg's name has been connected to Launchpad for a few months now, beginning in December when reports swirled that he visited Feadship's shipyard in the Netherlands.

Then, earlier in March, yachting bloggers like eSysman SuperYachts and Autoevolution started speculating that he officially snagged the boat, originally built for a sanctioned Russian businessman, at a $300 million price tag. (While that's a seemingly huge amount, it's still less than 0.2% of Zuckerberg's $177 billion net worth.)

Another clue that might point to US ownership is that the yacht bears the flag of the Marshall Islands, a US territory and commonplace for American buyers to register their ships, according to public marine tracking.

If Zuckerberg were to have bought Launchpad, he would join a cohort of superyacht-owning tech billionaires . Along with Bezos, the likes of Oracle cofounder Larry Ellison and Google cofounders Sergey Brin and Larry Page have purchased impressive boats with even more impressive amenities.

SuperYacht Times , an industry publication and intelligence platform, has some of the best images of the yacht. Photos show a swimming pool on her main deck and a large helipad.

While less is known of the interior, a vessel of her size can likely sleep dozens of guests and crew and may have amenities like an expansive gym where Zuckerberg could practice his jiu-jitsu or a spa with a massage area. We suspect there's also space for plenty of toys — which could include his viral hydrofoil foil .

Do you have any details about Launchpad or any other superyachts? Email reporter Madeline Berg at [email protected].

Watch: Walmart heiress' superyacht vandalized by activists in Ibiza

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Grenada Prison Escapees Are Charged With Murder of American Couple

The couple, Ralph Hendry and Kathy Brandel, went missing while sailing off the coast of Grenada.

By Aimee Ortiz

Three men who had escaped from a prison in Grenada and were accused of hijacking an American couple’s yacht to flee have been charged with their murder, the police said on Thursday.

The couple, Ralph Hendry, 66, and Kathy Brandel, 71, went missing while sailing off the coast of Grenada . They had been spending the winter cruising in the Caribbean in their catamaran called Simplicity, which was found abandoned in neighboring St. Vincent and the Grenadines on Feb. 21.

There was no indication in the latest police statement that the bodies of the couple had been recovered as of Thursday.

Trevon Robertson, 23; Atiba Stanisclaus, 25; and Ron Mitchell, 30, face two counts of “capital murder by intentionally causing the death of Ralph Hendry and Kathleen Brandel,” the Royal Grenada Police Force said.

The authorities from police forces in Grenada and St. Vincent and the Grenadines have given different ages and name spellings for the escapees.

The men were also charged with escaping lawful custody, housebreaking, robbery and two counts of kidnapping; Mr. Stanisclaus is also facing a rape charge, the police said, but no details were offered on those accusations. The three men made their first court appearance on Thursday, and are due back on March 27. The Royal Grenada Police Force did not immediately respond to a request for comment.

The police had said in a statement released on Feb. 22 that three men who escaped from a prison in Grenada on Feb. 18 and made their way to St. Vincent using a yacht that had been docked in the St. George area of Grenada.

The prisoners were recaptured on Feb. 21, the same day that the couple’s yacht was found. At the time, the police said they were “currently working on leads that suggest that the two occupants of the yacht may have been killed in the process.”

At a news conference on Feb. 26 , Commissioner Don McKenzie of the Royal Grenada Police Force that “information suggests that, while traveling between Grenada and St. Vincent, they disposed of the occupants.”

During a Feb. 26 news conference , Junior Simmons, superintendent of the Royal St. Vincent and the Grenadines Police Force, said the joint investigation into the disappearance with Grenada police was ongoing, and he said the couple was presumed dead.

The investigation revealed that while sailing from Grenada, “the suspects committed several criminal acts including bodily harm to the couple,” he said.

The couple, who were married for 27 years, were “veteran cruisers,” according to the Salty Dawg Sailing Association , a nonprofit that brings together a community of sailors engaged in long-distance cruising on their boats. The couple were longtime members, the organization said in a statement, and “they both contributed to building the S.D.S.A.”

In a joint family statement posted on the association’s website on Feb. 27, Nick Buro, the son of Ms. Brandel, and Bryan Hendry, the son of Mr. Hendry, said that “if we have learned anything from this tragic event, it’s that we know they left this world in a better place than it was before they were born.”

“Ralph and Kathy lived a life that most of us can only dream of,” the message said. “Sailing the eastern coast of the United States, living on their home Simplicity, making friends with everyone they encountered, singing, dancing and laughing with friends and family — that’s who Ralph and Kathy were and that’s how they will be remembered in our hearts.”

Aimee Ortiz is a reporter on the Investigations desk. She was previously a general assignment reporter on the Express Desk. More about Aimee Ortiz

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Oyster Yachts

Founded in 1973, Oyster Marine is an established international market leader of world-class cruising yachts. Yachting World named Oyster the United Kingdom’s most successful builder of large series cruising yachts. Oyster’s core values are strength, sea worthiness, and a multitude of practical, sailing features. Customer loyalty has earned Oyster the business of custom builds from repeat customers.

Oyster Marine, founded in 1973, is an established international market leader of world-class cruising yachts. Oyster sailing yachts are famed for their distinctive deck saloon deck design and are globally recognized for quality, comfort, and performance.

With 40 years of boat-building experience, Oyster has made advancements to its designs and construction techniques while keeping the same core values of strength, seaworthiness, and a multitude of practical, sailing features. Every Oyster has its own quality control build log to monitor the construction process. Oyster yachts have award-winning sailing performance. Over the years, several Oysters have been class winners in the ARC transatlantic.

• Year Established 1973
• Shipyard Location Southampton and Wroxham, United Kingdom
• Boat Construction Fiberglass
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Breaking news, businessman allegedly threatens to ‘ruin’ dock worker, ‘drops his pants’ in heated dispute over yacht parking.

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A California philanthropist allegedly threatened to kill a dock worker during a heated argument from his multimillion-dollar yacht, before dropping his pants and making several threatening gestures to the employee.

Ajay Thakore, a local entrepreneur in the San Diego area, attempted to dock his Lamborghini yacht at the private Marriot Marquis Marina to pick up one of his employees but was stopped by worker Joseph Holt on Sunday.

“I told him respectfully that he couldn’t be there, and I honestly was hoping to have a conversation with him about his cool boat,” Holt told CBS8. “But yeah, it completely went the other way.”

Thakore, who goes by his social media name, Ace Rogers, was riding on his rare $4.5 million Tecnomar for Lamborghini 63 yacht at the time of the daytime dispute.

Holt claimed Thakore became hostile as soon as he was told off.

“It escalated immediately. It was 0 to 100 immediately,” the 21-year-old worker added.

Thakore, the CEO of medical advertising firm Doctor Multimedia, allegedly began to threaten Holt’s life as the luxury speedboat drove away from the docks.

“I will kill you, you know I will kill you, I will kill,” Thakore repeatedly yells, according to the video posted to YouTube.

Besides threatening to take Holt’s life, Thakore claimed to have the power to get the dock worker fired, ripping on the type of job he had.

“I’m a minimum wage worker, he was commenting on that, on my status just because of my job,” Holt said. “He was saying I’m nobody, I’m nothing, I work a silly job.”

“He said that he knows people, he has connections, he can change my life and ruin it,” he added.

During the heated discussion, Thakore allegedly pulled out his wallet and began throwing $100 bills at Holt and into the water, according to the outlet.

Holt said he tried to control himself during the incident and only gave Thakore the middle finger.

“I really didn’t know how to process it. I really was trying to restrain myself from getting fired from my job or stepping out of line. The only thing I did was give him the bird,” he said.

The dock hand blasted Thakore for his actions, especially in a public setting where he stripped nude and showed himself off.

“He had dropped his pants and started to make gestures to everybody watching and me. You can’t act that way in public. It’s just not OK. Especially threatening my life, at the very least. There were women and children there. That’s the most important part,” Holt said.

Thakore claims his outburst started because of a misunderstanding and was sorry for the people who saw it.

“The interaction that occurred yesterday was regrettable. What started as a minor misunderstanding escalated into an argument, and I apologize for my actions and to those who witnessed the unfortunate exchange,” Thakore’s public relations team said in a statement, obtained by KFMB.

Port of San Diego Harbor Police were called to the Seaforth Boat rental dock for “a possible intoxicated vessel operator” but arrived at the marina 10 minutes after Thakore and his boat had left.

The employee who attempted to board the extravagant boat defended his boss’s actions, saying Holt was hostile toward Thakore, and the businessman was only defending his team.

“As I went to kindly step onto the Yacht, I was impeded by two members that work for Seaforth Boat Rental,” Thakore’s employee Jason said on a post to the CEO’s Instagram account.

Jason said he was told to “stand back” the first time he went to step on the boat, and claimed he was forearmed during his second attempt to board the yacht.

“They physically got in my way, the situation became fairly tense, there was a lot of screaming back and forth, extremely confrontational, I didn’t fully understand protocol, as I was going to step onto the boat.”

“As all of this happened, my boss flipped and he’s very protective of me, his fiancée, of his employees.” Jason added. “It was a confusing situation that became very tense and very confrontational.”

Thakore captioned the post saying “there are two sides to every story and it’s easy to paint a picture with edited video clips from cell phones.”

“My employee Jason was being restricted, restrained, and threatened while trying to board my yacht. As a leader, I defend my own fiercely with everything I have, and I will never apologize for that,” the caption read.

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