Nautical and lifestyle media for the Yacht Club Costa Smeralda, with the first Armani Regatta

Nautical and lifestyle media for the Yacht Club Costa Smeralda, with the first Armani Regatta

Two more important regattas for the Yacht Club Costa Smeralda: after the major new entry of the first Armani Superyacht Regatta, the Rolex Maxi and Rolex Swan regattas will also start next month. These two prestigious events complete a challenging program, as announced at the opening press conference of the season organized together with our agency. When the club chose us as the PR partner for the press event we were really over the moon!

Although it was the launch of a sports program, with the kind of restraint that comes with presenting competitions, the lifestyle press reacted with great participation not only because the club is among the most prestigious and historic in Italy and has as its president the daughter of the Aga Khan, but also because yachting has been gaining more and more space and attention from the entire publishing industry.

The participation of Armani, who entered the world of regattas for the first time, certainly played a key role in attracting the attention of the fashion media, which in fact followed the event.

The list of attending journalists counted titles ranging from Ansa to Elle, including Rai and MF, in addition, of course, to all the trade press that has always followed the Club. The press coverage, building on the strong attendance at the presentation, exceeded expectations.

As we often say, each press and social event is unique and invites us to wipe the slate clean each time, committing us to writing a story that is brand new, both for us to work with and for the audience we need to engage.

What we can say is that the press, even the non-technical kind, likes to be involved because sailing can be covered from different angles, to begin with from luxury. Moreover, as racing began, journalists could also be hosted on the yachts and participate in events at each regatta’s club.

The location chosen, in the hall of the Magna Pars Hotel, thanks to the very large hall with its tall, bright windows and the main lounge specially set up with a giant mega-screen, helped to create an immersive environment truly resembling that of a yacht club, allowing the experience of a regatta to be recreated, which was what the Club wished to convey.

The press release, which as we say at Encanto Public Relations is our conceptual communication map for each strategy, can be read here.