What is the point of a digital salon? The creators of Milan Yachting Week explain.


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milan yachting week

Our world, boating, has always been very sensitive to delicate moments in the economy. How then to sustain and cope with a phase like this? Adapting to new media, new technologies and new opportunities there may be. Today we interview Luca Oriani, former editor of Giornale della Vela and Barche a Motore, in his capacity as ambassador of the Milan Yachting Week – The digital boat show , the digital boat show that will open its virtual doors from September 15 this year and remain open until 2021.

luca oriani
Luca Oriani, ambassador of Milan Yachting Week

The first question that comes up is this: do you want to make another boat show?

No. It does not replace traditional boat shows. Milan Yachting Week is, indeed, an accelerator of possibilities for new contacts, targeted contacts of real enthusiasts who follow us and . We want to make them available to those who will embark on this new initiative of ours.

And how did you come up with the idea of creating a digital salon?

The idea behind it is simple. We have been operating for more than 40 years in the world of nautical communication with various publishing products. We have managed to adapt to web communication by achieving significant audiance results with our main editorial products. At this point we asked ourselves. How can we capitalize on our audience of two million unique contacts per year (80% italy / 20% world) and put it at the service of a new editorial product, leveraging digital technology, useful to all players in the nautical market, bar none? Thus Milan Yachting Week was born.

What will be at Milan Yachting Week?

Boats, accessories, electronic instrument and engines will be seen and reviewed with a technician on hand. To touch them with one’s own hands, one then only needs to book a visit, while if one is convinced and wants to buy, one only needs to click. Then if one is looking for a boating vacation, a port, an insurance, a destination, Milan Yachting Week certainly is the place to be. It is known, sea lovers want the best! And then everything related to the boating world: watches, technical and non-technical clothing and fishing accessories. And then the events: at MYW you will meet great sailors and hear interesting technical lectures.

An exhibitor’s doubt: but isn’t Google enough to “capture” the Internet audience?

Our answer is clear: our audience is made up of true enthusiasts, owners and insiders in the all-around boating world, from sailing to yachts without forgetting accessories. An individual trying to do such a job would find himself spending Tens of thousands to spend with a staff of digital marketing experts. We are confident that theour more focused path is enormously less expensive and more certain in outcome.

Will it be possible to buy directly online?

We believe it is a solution that should be considered. Also because you will be able to get in direct contact with construction sites and dealers. In the case of accessories, it will be possible to buy products immediately. Perhaps regarding a boat it will be better to schedule a sea trial first: in this regard during the opening hours of the event there will be direct contact with booth staff who will respond in real time, as at a physical boat show.

For those who have doubts or want to know more?

Not to make this too long, if you have not visited our “landing page” www.milanoyachtingweek.com, I suggest you take a look at it. For those interested in exhibiting instead, all the details are in the sales document(CLICK HERE TO SEE IT)




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