By featuring this couple, the campaign reaches out to the millennial generation, whose attitude is more relaxed and less convention-based: they wish to remain themselves, authentic and in constant search of new life experiences. The will to live free is characteristic of Generation Y; they are fully aware of the state of the world and aim to rewrite social norms through a more epicurean approach.
From Wednesday 28 September to Saturday 1 October, the MYS is determined to give the new pleasure-seeking generation a proper introduction to world of superyachting. Hence the show’s advertising campaign: picture a young couple that has come to the Monaco Yacht Show to discover the fascinating world of superyachting.
By featuring this couple, the campaign reaches out to the millennial generation, whose attitude is more relaxed and less convention-based: they wish to remain themselves, authentic and in constant search of new life experiences. The will to live free is characteristic of Generation Y; they are fully aware of the state of the world and aim to rewrite social norms through a more epicurean approach.