Motor Yacht Loon came to Global Superyacht Marketing with a simple ambition: a bigger online presence. What followed was one of the most successful social media stories in superyacht history.
Working closely with the Loon team over five years, we provided the website design, strategic direction, social channel management and PR support behind their extraordinary online growth. Loon’s dedicated on-board videographers provided us with outstanding content, and our role was to make sure that content reached the right audiences, in the right way, at the right time. We helped engineer moments that transcended the yachting world entirely. Motor Yacht Loon became the first superyacht to live stream an entire Atlantic crossing, to accept Bitcoin for charter bookings, and to test Starlink satellite internet at sea. Each story was planned, shaped and distributed by GSM.
25 million YouTube views. 100,000 subscribers. 150,000 Instagram followers. A global audience that followed Loon not because they were told to, but because they genuinely wanted to.
Following an incident that occurred between charters, all social media activity was paused. Twelve months later, Loon’s new captain approached GSM to help prepare a carefully considered press article: an honest account of the period, what the team had learned, and how Loon was moving forward. It was a measured, thoughtful piece of work, and it said exactly what needed to be said. That is what good crisis communications looks like.