Yachting is experiencing a marketing renaissance, with strategies moving far beyond traditional walkthrough videos and static photography. At the forefront of this revolution is Oriana Schneps, founder of Moby Maritime Media. She blends her experience working with marketing guru Gary Vaynerchuk with time spent as a crewmember. Moby Maritime Media came into the spotlight recently with a viral video featuring NBA star Dwight Howard making the first-ever yacht-to-yacht three-point basketball shot off the coast of Miami. It demonstrated the power of creative content in yacht marketing. What’s more, Scheps and her team work directly with yacht owners, a trend on the rise.
Schneps’ approach emphasizes brand building and experiential marketing rather than simply rattling off vessel specifications. In fact, she asserts that successful yacht marketing means treating vessels not as objects but as platforms for experiences. This perspective shift helps owners understand that they’re not just selling physical features. Instead, they’re creating and communicating memorable moments that potential buyers or charterers can envision themselves enjoying. By developing a distinct brand identity for your yacht, you add substantial value transcending the vessel herself—much like how Nike’s famous swoosh logo carries more value than the shoes the company sells.
This storytelling focus differentiates yachts in a crowded market, where traditional marketing often blends together in clients’ minds. Instead of generic descriptions of salon layouts and stateroom configurations, effective marketing explains the intention behind design decisions and highlights the unique aspects of the yacht experience. Schneps notes that owners are becoming increasingly involved in marketing decisions. Some, for example, provide high-level direction about the desired brand personality. Others, meanwhile, get deeply involved in content details, similar to how some owners are hands-on throughout the build process.
Content-creation strategies are evolving as well, with a growing emphasis on showcasing experiences rather than just crew personalities. While crew are undoubtedly central to the charter experience, Schneps recommends highlighting skills and offerings. Showing dive masters exploring underwater caves, for instance, or chefs creating culinary masterpieces creates more memorable content that clients can relate to their own desires. She also notes the importance of demonstrating range. After all, cooking for yacht guests need not always be Michelin-level cuisine. The same talented chef can serve perfect comfort food, too, when desired.
Strategic brand partnerships represent yet another frontier in yacht marketing. Schneps is a fan of superyachts forming alliances with luxury brands, clothing companies, and other complementary businesses. These partnerships can generate additional revenue and provide cost savings through discounts or in-kind products. While crewmembers can be valuable in content creation, Schneps cautions against overtaxing them with marketing responsibilities. Her company’s solutions range from outlining a week’s worth of dedicated onboard content to providing specific shot lists, with the production team handling post-production work.
Ultimately, the goal of modern yacht marketing, according to Schneps, is building legacy and creating memorable content. By focusing on the emotional experience and lifelong memories that yachting provides, you can showcase your superyacht as a platform for cherished togetherness rather than merely a luxurious floating asset. This shift toward experiential marketing not only helps sell or charter yachts more effectively, but also enhances the entire yachting ecosystem. It highights what makes superyacht adventures truly special.
Whether you’re selling your yacht or attracting charter clients, Schneps’ insights demonstrate how thoughtful marketing makes a different. It creates lasting legacy and memorable experiences that define what yachting is truly about.
Ready to learn more? Listen above or in your favorite podcast player. Megayacht News Radio is available for free on Apple Podcasts, Spotify, Amazon Music, and all major platforms.
Moby Maritime Media mobymedia.co
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