The Superyacht Agency Credentials by The Superyacht Group

THE SUPERYACHT AGENCY

Consultancy that informs decisions. Strategy that builds vision. Campaigns that deliver results.

INTRODUCTION

The Superyacht Agency is not your average superyacht creative or branding agency, we’re not looking to create fancy expensive brochures or charge premiums for social media management or create videos with predictable music sound tracks. We’re first and foremost a consultancy business, more akin to a McKinsey but without the price tag, where our market knowledge, vast experience and huge network allow us to help a client truly understand what is going on the superyacht market and then build the most effective strategy for their business.

We like interesting and unique projects, where we can challenge the status quo and help you stand out and make a real impact, by building real intelligence, customer insights, market analysis and then delivering something that maybe has never been seen before, so the market takes note. We’re a small specialist consultancy that will take you on a strategic journey from a blank piece of paper, if needed, all the way through to a campaign that will talk to your customers and potential customers, without trying to shout out to everyone, wasting energy and money.

We have been in the market for over 35 years and our CEO, Martin H. Redmayne is one of the most well connected and experienced consultants in the industry, working with owners, governments, CEOs and investors across the market, advising on their investments, strategies and branding.

We’re focused, intelligent, creative, strategic and experienced, and we’re fun to work with.

WHAT WE DO

Since 1992, The Superyacht Group has developed an extensive network of relationships with the most important stakeholders in the market, supporting a robust and prosperous long-term market proposition. This global network of thought leaders and key decision-makers is leveraged by our team at The Superyacht Agency to produce the most reliable and insightful business consultancy in our market: Superyacht Intelligence.

This network has been nurtured over three decades and reinforced by our industryleading in-house editorial team, whose experience and unrivalled market knowledge produce the industry’s primary sources of business-critical information, The Superyacht Report and SuperyachtNews.

Alongside our trusted journalism, we have invested in events that bring together the world’s top superyacht stakeholders via business-to-business conferences, as part of our goal to connect the industry and drive its trajectory upward. With these connections and our renowned editorial approach to investigate and interrogate the dynamics determining our market, The Superyacht Group’s journalists are an integral element of The Superyacht Agency consultancy.

OUR SYMBIOTIC PROPOSITION

Our mission is to provide any individual or organisation with commercial interest in the superyacht industry with robust and intuitively presented strategic information to help them make informed business decisions.

Having worked with many prestigious brands from both inside and outside the industry, we pride ourselves on working with this respected portfolio of clients because our level of insight and information goes far beyond the presentation of binary data.

Our range of services includes Bespoke data and Market Insights, Market perception, Investment Strategies, and Economic Impact Assessment, but our approach is such that we can create fully bespoke projects, according to the client’s needs.

As part of The Superyacht Agency, the findings and insights from our Intelligence often serve to inform marketing campaigns and strategies, which is where our Marketing and Creative departments can further assist our clients, delivering the right message at the right time, through impactful advertising, branding and communications.

OUR FOUR PILLARS

At The Superyacht Agency, our work is anchored by four core pillars — Intelligence, Strategy, Creative, and Connections. Together, they form a holistic framework that enables us to deliver impactful, insight-led solutions for the superyacht sector.

01 INTELLIGENCE

UNRIVALLED INSIGHTS

Project Scope Definition: We begin every project by working closely with you to define your core objectives and scope. Whether you’re selecting the ideal location to develop a new marina, or seeking pursing investment opportunities, or seeking other strategic insights and perspectives on our unique industry, we tailor our approach to align with your goals and ensure maximum impact.

Data Analysis: Leveraging both proprietary and third-party datasets, we conduct comprehensive analyses across a range of areas including fleet composition, migration patterns, refit activity, operational expenditure (OPEX), financial performance, and any other relevant metrics to provide the insights your project needs to succeed.

Surveys & Interviews: With over 30 years of industry relationships, our network gives us unique access to key stakeholders and decision-makers. We conduct targeted surveys, interviews and focus groups to capture invaluable insights, ensuring your questions reach the people who matter most.

Desk & Market Research: Our in-house research team utilises a broad array of resources to deliver actionable intelligence. Whether it’s gaining a deeper understanding of market dynamics or evaluating your competitive landscape, we equip you with the knowledge to make informed decisions.

02 STRATEGY

INFORMED DECISIONS

Brand Strategy: We prioritize the message before the medium, establishing core values, key ethos, and distilling a brand’s essence. This foundation informs the development of brand values, purpose statements, key messaging frameworks, and strategic objectives, guiding all future strategic and campaign activities.

Business Strategy: Our team of analysts, strategists, and creatives combines rigorous business acumen with extensive commercial experience to form robust business strategies. We establish guiding principles that generate consistent decision-making patterns, enabling businesses to achieve their goals effectively.

Marketing Strategy: Recognizing the importance of intelligent and innovative communication strategies, we deliver comprehensive marketing strategies. This includes researching current approaches, evaluating necessary improvements, and compiling optimized, multi-platform communication solutions to drive business objectives.

03 CREATIVE

INSPIRED SOLUTIONS

Brand Identity Development: Crafting distinctive visual identities that resonate in the superyacht market, ensuring brands stand out in a competitive landscape.

Integrated Campaigns: Designing and executing cohesive campaigns across print, digital, and social media platforms to maximize brand visibility and engagement.

Marketing Collateral Creation: Producing high-quality materials such as brochures, advertisements, and promotional supplements that effectively communicate brand messages.

Digital Solutions: Developing user-friendly websites with modern features, ensuring both aesthetic appeal and functional design

04 CONNECTIONS

INCREDIBLE EXPERIENCES

Strategic Event Planning: We collaborate closely with clients to define clear goals for each event, ensuring alignment with broader business and brand strategies. Our holistic approach integrates insights from our creative and strategy teams to deliver cohesive and impactful experiences.

Tailored Audience Engagement: Utilizing our extensive database of industry stakeholders and decision-makers, we curate guest lists that maximize networking opportunities and foster valuable relationships, enhancing the event’s return on investment.

Comprehensive Event Management: From think tanks and workshops to bespoke customer focused experiences, our dedicated team manages every logistical detail, ensuring seamless execution and an exceptional attendee experience.

Post-Event Analysis and Reporting: We provide detailed post-event reports, including attendee feedback, key findings, and ROI analysis, offering clients valuable insights to inform future initiatives and measure success effectively.

UNRIVALLED INSIGHTS

CASE STUDIES INTELLIGENCE

Below: by using data not as the end point but the start point, our team is able to deliver unrivalled market insight.

DATA IS JUST THE TIP OF THE ICEBERG

INTERROGATION

PROPRIETARY ALGORITHMS

INTERPOLATION

MARKET DATA COLLATION

The Superyacht Agency’s intelligence division is the industry’s most reliable source of fleet and market data; our diverse clients, from shipyards and brokerage houses to private wealth/investment funds, marinas and governments, have utilised our intelligence team’s services to inform their strategic business decisions. Our trusted network of industry stakeholders has allowed us to gather extensive market data on migration, economic impact studies, order books, brokerage data and refit data. See example of The Superyacht Forecast from ‘The Superyacht New Build Report’.

The superyacht forecast

METHODOLOGY

We gather the required data via a multifaceted research methodology and an unrivalled network of trusted industry collaborators, our analysts compute this data and turn it into information, anda our globally respected editors will put it all into context, producing clear and ready-to-use findings for the client.

Objectives

- Define key business goals and objectives in conjunction with the client

- Gather and define relevant background information ahead of the research

Research

- Primary Research: Quantitative research: utilising empirical research methodologies to generate robust data samples to affirm or disprove objectives. Qualitative research: engaging key market stakeholders through 1-on-1 interviews, focus groups or think tanks

- Secondary Research: The curation of publicly available and existing information, and its application to the project

- In-house data: Utilisation of data owned by The Superyacht Group

Analysis

- Using proprietary modelling, our analysts work with the aforementioned data and transform it into clear and cogent findings

Findings and Recommendations

- Our Consultants work with our unrivalled team of market commentators to deliver a clear explanation of the research’s findings, along with a series of strategic recommendations, providing the client with a comprehensive source of business-critical intelligence

PORT OF VENICE GOV’T

The Brief

Following the ban on large cruise ships entering the Port of Venice, the Venice Port Authority sought to evaluate the potential for alternative revenue streams. Their objectives included a deeper understanding of the global superyacht fleet, assessing how existing infrastructure could be adapted to accommodate and attract more yachts, estimating the revenue potential from increased superyacht traffic, and exploring the viability of converting nearby shipyards into refit centres. Additionally, they sought insights into the surrounding competitor landscape and different potential opportunities such as the luxury cruise market.

The Solution

Using proprietary datasets alongside information provided by the Venice Port Authority, we delivered a comprehensive market overview, highlighting key trends and fleet movements. We analysed the port’s physical layout to recommend an optimal berth mix and identify potential sites for refit centres. Our in-house OPEX and migration data enabled us to project revenue not only from berthing fees, but also from the broader economic impact of superyacht guest and crew spending. To support this, we conducted targeted surveys and interviews with captains and other key stakeholders to assess perceptions of Venice as a yachting destination and recommend enhancements to increase its appeal. Further desk research explored potential growth areas within the luxury cruise market.

Impact

This data-driven approach provided the Port of Venice with a robust foundation and commercial roadmap to reposition itself as a competitive superyacht hub and offset the loss of cruise-related income.

VENEZIA CERTOSA

MARINA SANTELENA