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Relevance’s luxury marketing 2022 year in review

Relevance, and its specialist division Relevance Yacht, saw phenomenal success throughout 2022. We’ve welcomed some inspiring new clients, from start-ups to global powerhouses, and continued to help our existing clients grow their business with carefully planned marketing strategies. 

As we have grown, so too has our team and service offerings. We’ve bolted on several new services and hired new staff to keep up with our growing workload. 

Let’s take a look at our 2022 review and everything the Relevance team has accomplished!

Relevance’s 2022 review 

New clients 

Relevance was delighted to work with new and exciting clients in 2022, including established global brands and boutique start-ups. 

Our new clients cover a broad range of industries, including yachting, real estate, travel, interior design, skincare, fashion, and horology. All have the desire to target UHNWIs as their raison d’etre. Our diverse 2022 clients reached out to Relevance for a variety of marketing needs, from one-off projects to monthly support. 

We have signed with 20 new clients including

Aqua Santé, Altoo, Omniyat, Monaco Red Cross, La Prairie, Wearatec, Coûtant, Sialia, Kitson Yachts, Engel & Völkers Yachting, Coletti Real Estate, Luxoria , TJB Private Travel, and Jacques Zolty who sought Relevance’s audience profiling, branding, website design and build expertise, or 360° digital marketing services. 

Brands defined 

Our branding work is often where the marketing journey begins for our clients. It is at this point that we establish our clients’ niche, visual, and written identities. For Relevance’s creative team, our branding work sits at the core of everything we do, and it is where we truly get to know and connect with company founders and decision-makers. 

In 2022 our creative team worked on brand names, manifestos, messaging, tone of voice, logos, colours, and visuals for more than 10 clients.

These included:

Sialia – a fully-electric luxury yacht brand 

Wearatec – an exciting luxury brand that is innovating smart technology wearables for luxury watches

Jacques Zolty – a luxury resort wear brand from Saint Barth 

Coletti  – a Monegasque real estate agency

Our branding work has taken us to all corners of the globe, and we have loved working with every one of our fascinating entrepreneurial clients.

Websites designed and launched 

Our team had the opportunity to design and launch multiple websites in 2022 across a variety of industries, including yachting, luxury travel, and real estate. These sophisticated custom built websites boast a sophisticated design, a sleek  user-friendly experience, and tailored SEO, helping to enhance our clients’ online visibility while also boosting brand awareness. We launched more than 10 websites some including for Kitson Yachts, Engel & Volker Yachting, Coletti Real EstateTJB Private Travel, Luxoria, Jacques Zolty, and the charity Barbagiuans de Monaco.

New services 

As an agency, we are constantly evolving. Our 2022 review sees us adding 3 new services to reflect the changing digital marketing landscape. This year we were delighted to officially add video, luxury photography, and online reputation management to our roster of marketing services.

Our video content marketing service encapsulates pre-production to distribution, with everything completed in-house. We offer several styles of videos, including short-format designed for social media Stories, Reels, and TikToks, to longer-format videos, such as company showcases and video case studies. Despite this being a new service, our video content team has been incredibly busy, creating 131 Instagram Reels, 62 Tik Toks, 7 video case studies, and 4 corporate videos. 

Our luxury brand photography services are designed to beautifully capture a luxury brand services and products, reflecting the brand’s story, personality, values, and ethos. Photography services include product, lifestyle, and corporate photography. Relevance’s team manages every aspect, from creative conceptualisation to sourcing models, styling, location, and post production editing. 

Finally, Relevance’s online reputation management service is designed to help luxury brand’s control what information is readily available online via popular search engines. Our team do this through several techniques, including finding opportunities to improve rankings of positive content and bowling down negative search results. By managing a brand’s online reputation and by taking a proacitve approach to negative news we can help shape a positive online narrative and ensure a brand is presented in the best possible light. 

New employees 

With a growing roster of clients, we were thrilled to welcome 7 new team members. Joining the Relevance family this year were:

Lily – Social Media and Copy Specialist

Scarlett – Senior Account Manager

Kiri – Video Specialist 

Chris – Senior Graphic Designer 

Yuliya – Account Manager 

Priscilla – Account Manager

Angela – Marketing Manager

We also welcomed several new digital marketing interns; Perla, Dorin, Johanna, Smit, Ana, and Mariya, all working in the capacity of account executives to support our account managers and directors deliver flawless results to our clients. 

And finally, we welcomed back Ilze, our SEO Content specialist following the birth of her beautiful daughter! 

New partnerships 

In 2022 we forged several new partnerships, including with the International Yacht Brokers Association (IYBA) and the Monaco Economic Board (MEB).

The IYBA is the world’s largest yacht brokerage association, created in 1987 to unite those engaged in the yacht brokerage business. As a leading yacht marketing specialist, Relevance Yacht, is proud to be listed amongst the world’s most influential yacht service providers. 

The Monaco Economic Board represents the principality’s leading businesses. Established in 1999, the MEB actively promotes Monaco’s economic development, while supporting its members. 

Paid Media Campaigns

In 2022, Relevance ran more than 1,170 PPC campaigns on Google, Bing, and social media. Along with creating and monitoring performance, we also optimised them to ensure we delivered the best results for our clients while remaining within allocated budgets. 

Throughout the year we used a mixture of traditional campaign types such as Search or Display and tested several new ones, including Performance Max and Discovery campaigns in Google Ads. This enabled us to deliver enhanced results for one of our clients, allowing us to dramatically increase the number of conversions while also significantly reducing costs.

Compelling content 

Great content  and storytelling sits at the heart of many of our marketing campaigns. Boasting a deep understanding of the lifestyles and consumer habits of UHNWIs, the content that our team of writers craft is carefully developed to resonate and engage the world’s richest audiences. 

Looking at our 2022 year in review, our content team has written more than 800 editorial articles, blog posts and landing pages, helped several luxury brands develop their tone of voice, edited multiple video scripts, written copy for several new website launches, overseen the development of multiple press releases, and crafted attention grabbing copy for a glossy printed brochure. 

Headline grabbing PR results 

Our PR team has been incredibly busy throughout 2022 delivering exceptional results for our clients, helping to spark positive dialogue and secure coverage in some of the world’s most influential publications. 

Thanks to some clever pitches, our PR team has secured 18 covereage in renowned publications such as Time and Leisure and International Banker, The Independent for our clients St Tropez House, YACHTZOO, La Costa Monaco Properties and Chilli No. 5.

We have also had great success with press releases for our clients including YPI CREW, Artichoke, Worth Avenue Yachts, Chilli No. 5, and Quantum,  which have been picked up by numerous dedicated, niche or national media such as SuperyachtNews, English Living, The Food and Drink Network, Burnham Weekly, Luxury Lifestyle, Coin Tribune.

Additionally, our PR team organised a highly successful press trip during the 2022 Monaco Yacht Show for one of our yachting clients (confidential). Press included existing and new contacts from CEO magazine, Elle, The Guardian, Spears, and Fish Media which boasts many titles, including the prestigious  Mayfair Life, putting our client in-front of a huge targeted audience. 

Insightful Relevance articles and social posts 

We love keeping our followers engaged with scintillating content on our blog, across our social media platforms, and on partner sites. Our content is designed to keep our followers up to date with the latest luxury marketing trends and industry news. Our 2022 review shows that we posted 25 articles on the Relevance blog, 13 articles on the Relevance Yacht blog page, and published more than 20 articles on partner sites, including The Drum, and Forbes Monaco. 

Just some of our top performing articles for 2022 were: 

How To Grow Your Social Media Followers for Business in 2022

The Top Yacht Shows 2022

The Six Rules of Luxury Logo Design   

The Top 5 Digital Marketing Trends 2022 for Luxury Brands 

We also posted over 30 videos, which covered industry insights from our team of experts and audience profiling data. 

All of our marketing articles, along with other industry insights were shared courtesy of more than 530 social posts across Instagram, LinkedIn, Facebook, and Twitter.  

Events 

We were thrilled to finally say goodbye to Covid restrictions and the full return of in-person events. And, we made full use of it, attending 4 events throughout the year.

Events attended this year included: 

The Experiential Yachting Forum 

This inaugural event was held at the Monaco Yacht Club in April and was attended by Relevance’s PR Director, Muriel Penoty. The forum gave attendees an opportunity to learn about the latest yachting industry insights, while networking with key stakeholders. You can learn more insights about the 2022 event in our blog post here

The Cannes Yachting Festival and the Monaco Yacht Show

Attending the most influential yacht shows is always a highlight for the Relevance team, and staff from our London office flew into Monaco to attend these prestigious events. Both shows presented a superb opportunity to meet with clients, tour some of the finest superyachts, and learn about new innovations and trends in the yachting industry. During the Monaco Yacht Show we also held a series of highly successful workshops, covering social media, digital marketing, and CRM, which are available to view on our YouTube channel. Missed the yacht shows? Discover the top yacht trends of MYS & CYF 2022 in our blog. 

brighton SEO

Both members from the UK and the Monaco team enjoyed a further get-together during October’s brighton SEO where we upskilled our knowledge on all things SEO. With more than 120 talks, our team divided and conquered to attend as many as possible, and then pooled our knowledge to support our clients’ digital marketing strategies in 2023 and beyond. We then shared our knowledge with our followers across three articles: 100 key takeaways, the best content marketing takeaways, and the best SEO tips from brightonSEO 2022.  Relevance’s President and Founder, Rumble Romagnoli also gave a fascinating talk on how to create an air-tight keyword strategy. 

Charitable support 

This year we have helped 2 charitable organisations to raise funds for a good cause.

We helped Barbagiuans de Monaco define their identity, and designed and developed their website in 3 languages (English, French, and Italian). Barbagiuans de Monaco helps Monaco and international-based charities including Fight Aids by organising fund-raising sporting events. This year, the famous Fight Aids Cup was held at the Louis II Stadium in Monaco.

This year was also the fourth year in a row that we continued to support CLub Vivanova, which helps to raise funds for several different charities every year. This year Club Vivanova helped Chances for Children Foundation, the Borneo Wildlife Preservation, and Mimosa. As well as providing ongoing support, Relevance also offered a lot – a brand identity discover session worth 6,000 euros – for the auction during the Club Vivanova 2022 Charity Gala. We hoped you enjoyed reading our 2022 review! If you are a luxury brand and need support with your marketing needs in 2023 and beyond, then contact the team at Relevance. We are the leading luxury marketing agency and excel at delivering results-driven campaigns for brands wishing to target the world’s richest audiences.

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