The Informa Group, owner of the Monaco Yacht Show, is working closely with the yachting industry on redesigning the event to promote the superyacht lifestyle to a new set of wealthy clients.
Clearer visitor profiles for tailor-made experiences
There will be 3 categories of visitor, each with its own badge. The “Discover” badge will be reserved for yacht clients; their advisors and consultants will wear an “Advise” badge; trade visitors, meanwhile, will be recognized thanks to a “Connect” badge.
Superyacht and tender exhibition in the Dockside Area
One of the advantages of the new badge system will be to 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 visitor 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 MYS official VIP visit program, the Sapphire Experience, features 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.
Starting this year, visitors will discover new sections dedicated to innovative projects and trends in yachting, design and exploration, and the program is set to grow over coming years, expanding the range of activities that reflect life on board a superyacht. The MYS will also rename its various exhibition areas, identifying each distinct theme to make it easier for visitors to find their way around.
Making sure the right visitor meets the right exhibitor
A future buyer will be interested in meeting with designers and builders, whereas the buyer’s consultant or captain may well prefer to discuss with equipment manufacturers and luxury companies.
Making the right match will be simpler now thanks to a new way of registering for the Show: the profile of each visitor is identified in advance, generating the appropriate badge. The MYS will also offer digital solutions to foster interactions between visitors and exhibitors while at the Show – and throughout the year.
By placing the final superyacht client at its very heart, the revamped version of the 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 main priority is to safeguard the health of participants at the Show and thus provide a safe and serene experience. The 2021 MYS will therefore implement all necessary health measures, guided by its AllSecure program and health regulations issued by Monaco’s government.
Official hashtag: #mys2021
