YachtsXL 2011 annual review
From all of us here at YachtsXL, we wish you a Merry Christmas and Happy New Year. This holiday season is an ideal time to look back on 2011 and forward into the future. Below you will find a summary of our major achievements, our thoughts on new online video opportunities for 2012 and our vision regarding our primary goal: To engage new clients for the superyacht industry with the ultimate experience through online video.
Building on YachtsXL’s success in 2011, we will continue to focus on online video distribution in emerging markets through our valuable video platform www.yachtsxl.com.
Highlights in 2011
- We started 2011 by making an exhibitions film for Edmiston & Company, one of the world’s leading yachting companies. This was followed by a total of 33 film productions for well-known yards like Amels and Moonen Shipyards and the specialised interior supplier Struik & Hamerslag.
- YachtsXL successfully worked with the Antibes Yacht Show and the Cannes International Boat & Yacht Show as exclusive online video partner, and later partnered with another of the year’s leading events, the Global Superyacht Forum in Amsterdam.
- YachtXL’s video publishing and distribution platform was given a major expansion in the summer thanks to a redesign of YachtsXL.com, a dedicated new iPad and iPhone application, a mobile website, and a video distribution network which enables us to publish and distribute HD video to targeted online channels. Last but not least, YachtsXL expanded its corporate website (www.yachtsxlcompany.com) with more in-depth information on its services, client portfolio and references.
- YachtsXL created a valuable network with distribution partners around the globe targeting your next client. By creating cross-marketing partnerships we will not only be able to integrate into luxury markets with your message, we can also expand your viewing numbers. Using YXL internal back-end system makes it easy to tap into our network, adding value to your video production.
- With the slogan “Share and make your presence felt”, YachtsXL successfully launched its online partner programme in June. Well-known companies such as Quintessentially, Team Speed, Asia Pacific and Superyachttimes.com, as well as several targeted media channels, joined our network of distribution channels for YachtsXL videos.
- During the boat show season, YachtsXL produced daily videos for the major shows in Cannes, Monaco and Ft Lauderdale. Our huge video distribution network allowed us to reach well in excess of 100,000 viewers worldwide – a stunning result.
- The fact that YachtsXL was a sponsor at the Global Superyacht Forum in Amsterdam and was invited to speak at the Superyacht Marketing Forum in London proves that we are seen as a trendsetter as well as a trendwatcher when it comes to marketing the world of superyachts.
- YachtsXL enjoyed being at the PINMAR Golf Tournament again this year, having sponsored the event last year. It is a great way for industry people to come together in a very informal way and we will certainly be there next year again.
- Given these new developments, it did not come as a surprise when YachtsXL was noticed by large government institutions. Among the new assignments was being chosen as the exclusive production company to film the launch event of the Army & Navy Club’s 175th anniversary and commemoration of Queen Elizabeth II’s Diamond Jubilee in the first week of June 2012. YachtsXL was selected for its high quality filming, and familiarity and links with the elite clientele of the world’s most distinguished private members’ clubs. Moreover, the video will reach an audience for the year-long 2012 celebrations will be over 200,000 carefully targeted individuals through a variety of channels. It will include all international affiliate private members’ clubs, selected Forbes lists and international embassies, in addition to world business leaders.
- 2011 will also be remembered for the increase in our brand awareness, the healthy financial results and the emerging confidence among clients in videos made and distributed by YXL. The YachtsXL team has expanded and to respond to the challenges and opportunities of 2012 and beyond, we recently moved into a larger office in the Netherlands.
Expectations for 2012
As online video ROI will be a key issue for professional marketers in 2012, the market must be ready for comprehensive analytical results. This means getting videos noticed by ultra high net worth individuals in emerging markets. Thanks to the major expansion of our video publishing and distribution platform in 2011, we have these measurement tools already in place.
- In 2012, therefore, we are going to focus on video distribution to emerging markets by expanding our event schedule from four to seven events. We will be present at the Dubai boat show in March, Hainan, Antibes and Singapore in April and Cannes, Monaco and Ft Lauderdale in September and October. This is an interesting opportunity for our clients and other luxury related companies. You can take advantage of our unique HD video coverage at these shows by creating an advertising platform targeting all three main yachting areas at once.
- Another key focal area in 2012 will be our platform offering the chance to outsource your online video needs to YachtsXL. We have everything in place for branding, production, content management, SEO, publishing, distribution, the provision of content on every screen and advertising to generate more traffic to your video. The ultimate outcome will be to increase your ROI as you create a strategy around your video.
- We will expand our distribution network via partnerships with online channels and publishing houses in emerging markets. By establishing relationships with luxury companies in the BRIC countries, we will create a valuable network to spread your message and engage your clients.
- 2012 will be another exciting year with many new developments ahead globally and new opportunities to engage your clients even further. It is clear that the web will be used more and more to watch online videos: In October 2011 alone, some 1.2 billion people aged 15 years and older watched over 200 billion videos online (source: comscore).
For those companies who are ready to start engaging new clients, we recommend deploying online video as soon as possible, and before it is too late. We are as always at your service!
Best wishes,
The YachtsXL team