PARTNERING WITH ESTELA PARTNERING WITH ESTELA
HOW WE DRIVE SUPERYACHTS... TO YOUR LOCATION
SUPERYACHTS MOVE AROUND, OF COURSE
BUT WHY THEY CRUISE
WHERE THEY DO
IS THE $64,000 QUESTION...
FACTORS
Some private yacht owners are adventurous, many are creatures of habit
Charter locations are decided between owner, captain and broker
Itineraries are suggested by captains
HOW TO INTRODUCE A NEW DESTINATION?
It’s through the captain:
Captains know the owner's preference, for private cruising or chartering
Charter locations are decided between captain, owner, broker and client
Captains choose locations where they know there is support for a successful visit
WHAT TO TELL CAPTAINS ABOUT YOUR DESTINATION
Things to see and do
Marina and mooring facilities
Provisions and supplies
Local maritime and tax regulations
Transport connections
Safety and security
REFIT OR WINTER BERTHING
Superyacht expertise
Quality of workmanship
Competitive pricing and tax structure
Security of both yacht and crew
Crew facilities for a long stay
Visa and immigration rules
Case Study: Case Study: LANZAROTE LANZAROTE
The 2021 edition of 'The Y Yachting Itineraries' included a chapter on the Canary Islands, to coincide with the opening of ESTELA's office in Lanzarote.
Having seen the book, local authorities responsible for maritime tourism in Lanzarote approached ESTELA to join forces on a campaign to promote the island directly to superyacht captains.
With support from regional government and local sponsors, funding was put in place for a programme of events, in addition to including a fresh Canary Islands chapter in 2022, with greater focus on Lanzarote and its facilities.
Case Study: Case Study: LANZAROTE LANZAROTE
The campaign started with ESTELA's traditional October end-of-season event, held in Port Adriano, Mallorca. The island is home to many captains, managers and brokers, making it an effective location for connecting with superyacht decision makers.
The event was branded 'Flavours of Lanzarote', comprising a seated dinner for 150 guests, presentations and live entertainment. It was an evening of Canarian cuisine, wine and cocktails, prepared by a team of Lanzaroteño guest chefs flown in for the occasion, with three live bands providing the music.
Case Study: Case Study: LANZAROTE LANZAROTE
In early April 2022 the campaign continued with a 'famtrip' , taking some 25 invited captains and brokers on a three-day exploratory visit to Lanzarote.
'CaptainsDiscoverLanzarote'includedguidedtoursto someoftheisland'suniquepointsofinterest,restaurantsand wineries.Callinginatthreesuperyachtmarinasandyards,the purposewastoshowcasetheisland'sfacilitiesnotonlyfor cruisingvisitorsandoceaniccrossers,butalsoasawintering andmaintenancelocation. AllofourexperiencedcaptainsfoundLanzaroteaneyeopeningexperience.Nonehadvisitedherebefore.
Aside from the lasting benefit of introducing a group of prominent visitors to the island in person, video and photography of the visit makes for perfect collateral for future marketing campaigns.
Watch the video here: https://bit.ly/CaptainsDiscoverLanzarote
Case Study: Case Study: LANZAROTE LANZAROTE
The 2022/23 edition of ‘The Y’ Yachting Itineraries contains an elaborate feature on Lanzarote
What is 'The Y'?
'The Y' is all about superyacht destinations, with recommendations for places to visit, things to see and do, where to drink and dine. The book contains local rules and regulations, as well as useful contacts and telephone numbers.
We distribute in marinas, at yacht shows, at shipyards and showrooms. Our agency and partner network also hand ‘The Y’ to captains passing through their locations, amounting to thousands of copies annually.
USPs
Read by captains, crew AND owners and guests
Unique in form and content
Created by people who understand captains, owners, guests
Minimal advertising content
Reaches UHNWIs where it counts; in their private space, in their free time
Delivered ON BOARD, IN PERSON
A single advertisement lasts MORE than 12 months
Case Study: Case Study: LANZAROTE LANZAROTE
Superyacht traffic calling at Lanzarote has increased markedly since 2021, with growing awareness among captains of the facilities available here.
Local authorities expect this trend to continue into 2024 and have set aside budget for continued promotional activity with ESTELA in the new year.
Case Study:
MELILLA MELILLA
For the 2020/21 edition of ‘The Y Yachting Itineraries’, ESTELA worked with the Port Authority of Melilla (‘Autoridad Portuaria de Melilla’, or APM) as theme sponsor, to promote the city’s facilities and the surrounding region to superyacht captains and representatives.
APM began its campaign in the 2019 edition of ‘The Y’ with an advertisement, accompanied by an editorial introduction to Melilla for the forthcoming edition. APM also sponsored ESTELA’s 2019 ‘End of Season Crew Party’ in Port Adriano, Mallorca, as well as our ‘Superyacht Poker Tournament’ at Palma Casino.
APM also sponsored ESTELA’s stand at the Palma Superyacht Show in 2021, used to launch each year’s edition of ‘The Y’, with the stand’s theme also dedicated to North Africa.
Case Study: Case Study: MELILLA MELILLA
In addition, ESTELA hosted a captains’ dinner on the occasion of the Palma show, as well as three breakfast seminars, supported and participated in by the management of APM.
As part of ESTELA’s promotion of Melilla and APM, we visited Melilla with a representative of Fraser Yachts, one of the premier global yacht brokers, to introduce APM, and create a promotional video.
APM has featured in many posts on ESTELA’s social media feeds during 2020 and 2021, in our newsletters and in our direct conversations with captains and decision makers, to promote the benefits of Melilla.
Video: Melilla Superyacht Destination
Case Study: Case Study: MELILLA MELILLA
The 2021 edition of ‘The Y’ contains a chapter of 8,500 words on the city and a superyacht itinerary from Melilla
Before APM’s partnership with ESTELA, awareness of Melilla among yacht captains was close to zero. For clearance out of the EU, captains usually defaulted to other ports in North Africa, or to Gibraltar. Since the start of the campaign, ESTELA has directed more than 50 superyachts to Melilla for clearance, fuel, provisioning and winter berthing. In June 2022, the first charter yacht commenced its programme in the city, taking advantage of its preferential tax regime for charters originating here. ESTELA continues to enjoy close cooperation with APM.
Working with Working with ESTELA ESTELA
ESTELA is an independent agency that works with a wide range of partners. We are a small, entrepreneurial team that is passionate about supporting and promoting the yachting industry in all its forms. We work with companies large and small, as well as local authorities and industry associations. We are nimble, adaptable and flexible, able to develop impactful campaigns that connect with your audience directly and deliver measurable results.
Social reach Social reach
For 2025/26, Theme Sponsorship of ‘The Y Yachting Itineraries’ is now open, which sets the theme and feature destination for the book and our events in 2025. Artwork and photography reflect the theme — from the front cover throughout the book — as well as in email newsletters and social media.
Not only do we promote sponsors in print, but we do it face-to-face, with captains, fleet managers and decision makers, to ensure that they know about you.
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