In one of the boldest and most unexpected advertising moves of the past decade, Fiat launched a mini-movie to introduce its new 500x model. The story? An elderly gentleman mistakenly drops his last blue pill out the window. It bounces through the cobbled streets of an Italian village before landing miraculously in the fuel tank of a Fiat. The car inflates, grows curvaceous, and launches with energy and confidence. The message: this isn’t your grandpa’s car anymore.
It was provocative. Memorable. And most of all—it made you feel something.
That, in essence, is where yacht marketing needs to go.
Or rather, needs to return to. Because for too long, marketing in our world has become safe, repetitive, and stuck in the assumption that prestige alone is enough. But prestige is invisible until you make it tangible. And today's audience? They’re not window-shopping for status, they’re searching for meaning, story, and emotion.
As Paul Arden famously said: "Whatever you think, think the opposite."
It’s time we stopped selling yachts, and started selling why they matter.
Whatever you think, think the opposite.
Paul Arden
How are marketing strategies in yachting changing?
Let’s start with the obvious: the traditional model (glossy print ads, show invitations, dockside cocktail hours) no longer stands alone.
Today’s UHNWI is often a first-gen wealth creator, younger, digitally native, and highly discerning. They scroll faster than they read. Their first interaction with your brand might not be at a Monaco cocktail but through a 7-second Reel on Instagram, or better yet, a behind-the-scenes YouTube story that reveals the soul behind the steel.
They want experiences before ownership. Emotion before engineering. Connection before conversion.
That’s why experiential marketing is booming, offering immersive ways to feel the lifestyle before committing to it. And digital storytelling? Not just flashy, but layered. Short-form content grabs attention, but long-form builds trust. Have you listened to Feadship's 7 episode podcast? Or our short form movies called “Stories” on Youtube?
Brands that win are no longer those who shout the loudest, but those who build the most meaningful digital ecosystems: owned content, private access, and storytelling with substance. A great example is probably Feadship's client events at “La Colle Noire” or maybe “St Barth’s”.
Are boat shows still relevant in a world of scrolls and swipes?
They can be. But they need to evolve.
Historically, boat shows were the climax of the marketing calendar. Today, they’re becoming background noise, unless brands inject them with emotional impact and exclusivity. Hence, the parties and events organised along the main event.
A static booth and branded champagne just doesn’t cut it anymore. You’re marketing to people who can have dinner with presidents and own art that belongs in museums. They don’t want to browse, they want to belong.
What works? Private viewings. Backstage shipyard moments. Intimate dinners with chefs aboard the yacht. Personalisation that whispers, “you’re not like the rest.”
At Feadship, we still attend key shows. But the value doesn’t lie in the foot traffic. It lies in the high-touch, curated experiences we orchestrate around them. The quiet conversations. The moments that don’t appear on Instagram, but stay in someone’s memory. That is why we started our hospitality area at the Wine Palace in Monaco and have a Feadship in the show as exhibitor.
How do you stand out from the crowd?
In an industry where everyone claims “exclusivity,” “craftsmanship,” and “innovation,” the only real differentiator is emotion.
Fiat didn’t talk about horsepower or engine specs. They gave you a story about passion, reinvention, and surprise. You remember it. You smiled. You felt something.
That’s the bar now, even for yachts.
Feadship’s strength lies in legacy, but legacy is not a museum piece. It’s a platform for living, breathing stories of innovation and client transformation. The emotional memory of a family voyage. The pride of contributing to a one-of-a-kind build. The unrepeatable, un-Googleable experience.
From product marketing to lifestyle marketing. From specs to storytelling. From glossy to gutsy.
We’ve created the Feadship Lovemark not to sell more yachts, but to deepen the relationship long after delivery. Invite-only events, curated adventures, and experiences that anchor our clients not just to their boat, but to our brand’s philosophy of excellence, exploration, and emotion.
Don’t give people what they want. Give them what they never dreamed was possible
Paul Arden
So, where are we headed?
We’re entering a new era in yacht marketing, one that demands boldness, not brochures.
The future belongs to brands that:
- Deliver immersive, emotionally-charged experiences.
- Create content ecosystems that spark curiosity and community.
- Turn boat shows into curated moments, not mass exposure.
- Trade volume for value, noise for nuance, and predictability for personality.
Paul Arden’s wisdom again rings true: “Don’t give people what they want. Give them what they never dreamed was possible.”
Whether that’s a Viagra-fueled Fiat or a superyacht designed around a family’s legacy, emotion is the last true luxury. Let’s start marketing like it.
