Looking to the future of yachting, YATCO interviews several fresh faces in the industry to discover how they got their start, their career highlights so far, and what they predict for the future of the yacht market.
This month, we speak with Maximilienne Acquarone, marketing and PR Executive for NEXT Yachting.
Featuring Maximilienne Acquarone, Marketing and PR Executive for NEXT Yachting
How did your career in yachting begin?
When I was in high school, I attended a university fair in Toronto and the International University of Monaco (IUM) was an exhibitor. I remember thinking, wow, this looks like such an experience! After completing my studies in Public Relations in Canada, I decided to pursue my dream of moving to France. I wanted to find a sustainable way to live abroad and stay long-term and during my research for ways I could move to Europe, I stumbled across an old brochure of IUM in my room and decided to give it a go! I was accepted for a year’s extension to my bachelor’s program in Canada. When I was about to graduate, I found an exciting internship opportunity through the school’s career services.
Coming from Toronto, Canada, yachting was not something I had on my horizon, but I describe myself as a world traveler and explorer with a love affair with the sea, which inspired me to send my application. After completing the internship, they offered me a full-time position as a marketing and PR coordinator.
Coming from Toronto, Canada, yachting was not something I had on my horizon, but I describe myself as a world traveler and explorer with a love affair with the sea, which inspired me to send my application.
As a younger professional in yachting, what trends have you noticed so far and what do you predict for the coming years?
I think the yachting industry has always been very traditional and a very small niche of the luxury market. With the rise of influencers and new, younger millionaires, brands in all industries are adapting their marketing strategies to attract these groups. This will allow our sector to work with a whole new clientele and challenge the industry to take on new and more daring marketing strategies.
With the last two years of the pandemic, we had to adapt how we do things in the yachting industry, which has catapulted us to where we are today. I believe that the market will continue to advance in this way and strive to be part of the very digital-focused companies, breaking further away from the ‘old school’ ways of doing things.
What kinds of challenges have you faced in yachting and how have you overcome them?
In every marketer’s career, there has been a last-minute schedule change. There are many more variables with yachting and that means that many things can move quickly. So, it is essential to prepare yourself to carry on during those unsure moments and stay focused while being flexible in finding alternative solutions when things do not go as planned. Always have a plan B, you will thank yourself later.
It is essential to prepare yourself to carry on during those unsure moments and stay focused while being flexible in finding alternative solutions when things do not go as planned. Always have a plan B, you will thank yourself later.
Do you have any career highlights so far?
Over the past six years, I have had many memorable and successful moments. I organized a press tour in the Caribbean onboard the 56m S/Y ARIA I (ex REGINA), which was featured in my all-time favorite movie franchise, James Bond’s Skyfall. I coordinated the entire event with NBC Universal for its series: The Secret Lives of the Rich and Famous. While being on board, cruising in the Caribbean brought my bond girl fantasies to life and was something I will never forget. Together with the luxury brand I was working for, we coordinated a press release which hit the group’s global press coverage record and secured us this opportunity.
Other moments include assisting in the development of the first yachting division in Europe of a globally recognized premium real estate group. During this period, I was part of many wonderful marketing projects, including creating and managing an in-house luxury yachting magazine. I also organized the first-ever cross-division event project with multiple of the group’s partners during the Monaco Yacht Show, which included an exclusive press conference with the CEO of the global group and the CEO of its yachting division.
And finally, the most recent and the most rewarding highlight was the opportunity to build a brand identity from scratch and assist in launching a luxury yachting company in Monaco. NEXT yachting launched this year in September after months of hard work. I handled marketing and therefore gained invaluable experience by tackling each task and obstacle that came at me. Having this type of opportunity as a young marketer is something that I will always feel incredibly proud of.
The most recent and the most rewarding highlight was the opportunity to build a brand identity from scratch and assist in launching a luxury yachting company in Monaco. NEXT yachting launched this year in September after months of hard work. I handled marketing and therefore gained invaluable experience by tackling each task and obstacle that came at me. Having this type of opportunity as a young marketer is something that I will always feel incredibly proud of.
What are your aspirations for the future?
The best answer that I can give would be to continue to grow and learn. There are so many advancements in marketing and technology that I think I will have my hands full for years to come. I hope to continue to work on inspiring projects for as long as I can and hopefully inspire others to go after what they want, just as I have.
