Key superyacht industry actors have banded together to boost the image of yachting and draw more of the world’s super-rich into the superyacht lifestyle.

Underlying this are statistics showing the ranks of the world’s super-rich growing annually by double digits, i.e. faster than growth in new yacht orders.

The industry-wide ‘Superyacht Life’ campaign – launched on the eve of the Monaco Yacht Show – aims to grow the superyacht market. Through social media, it will position yachting as a positive, family activity that generates exceptional experiences and lets people travel in privacy and safety, away from paparazzi.

To underscore the industry-wide nature of the campaign, executives from rival shipyards – Michael Breman of Lürssen Yachts, Farouk Nefzi of Feadship, Lucia Bellini of Benetti Yachts and Carlos Vidueira of Rybovich Marina – attended the Superyacht Life launch at the Monaco Yacht Club.

“There are fragments of trade associations and individual companies that are trying to do their best,” said Nefzi. “But in a collective, we can find strength.” Nefzi has publicly expressed irritation at the fact that all too often film and TV makers show superyachts as venues for criminals.

Vidueira said the Superyacht Life organisers agree “we need to improve the image of our industry.” Breman said “there was this idea that if we are united, we have a louder voice and can reach a bigger audience.”

The groundwork for Superyacht Life dates to 2013 when the Superyacht Builders Association took aim at Ultra High Net Worth Individuals not engaged in yachting by publishing a high-end magazine about luxury and the superyacht lifestyle. This initiative now has industry-wide support.