Superyacht sector’s sustainability drive acquires help to make message stick

AMSTERDAM – The Amsterdam-based Water Revolution Foundation, a superyacht sector group, dedicated to make large yachts greener, has engaged a global advertising agency to give its sustainability message maximum impact.

The Goodvertising Agency has provided guidelines to help the WRF communicate effectively about its sustainability efforts. The agency’s founder, Thomas Kolster, says, “businesses are pressured to act more sustainably across the board. It’s great to see the yachting industry rise to the challenge.”

The marketing directors of the WRF members Benetti, MB92 and Oceanco helped develop the guidelines to align them with the specifics of the yachting industry.

Goodvertising’s guidelines for the superyacht sector take users through 10 steps for shaping effective sustainability messages. They cover such issues as putting sustainability efforts in perspective, presenting complex environmental issues into simple stories, and making colleagues and stakeholders part of the sustainability journey.

Robert van Tol

“The majority of yachting companies is currently still in the phase of developing sustainability strategies and setting short- and long-term goals,” says WRF Executive Director Robert van Tol. “Current communication is mostly about intentions, not yet about real milestones accomplished.”

WRF is a non-profit that drives sustainability in the superyacht industry through collaboration and innovation. Launched by a small group of superyacht industry leaders it now comprises 13 key superyacht builders and has 40 members in all.