American Marketer


Nisi Yachts uses Cannes International Boat Show for new line launch

August 24, 2011

Nisi 2400


Yacht designer and manufacturer Nisi Yachts is using the Festival de la Plaisance de Cannes as a vehicle to launch and promote its new Nisi 2400 model to the European market.

The brand will debut the exclusive model at the show which runs Sept. 6-11 in Cannes, France. The Nisi 2400 made its debut in Hong Kong in December and in Miami in February.

“Nisi 2400 is making this stop in Cannes as part of her global debut tour,” said Catherine Cozias, Miami, FL-based director of marketing and client services at Nisi Yachts.

“Cannes is the largest in-water boat show of its kind this side of the Atlantic,” she said. “The Cannes show is the perfect platform to introduce this magnificent yacht, as the style and grace of Cannes very much reflect Nisi's own.”

The Festival de la Plaisance de Cannes boasts 500 boats displayed on the famed French Riviera and on-land at two sites.

This year, there are 400 exhibitors with 460 new boats, 160 of which will be displayed for the first time.

An estimated 50,000 consumers are expected to attend.

Nice and Nisi

The 78-foot Nisi 2400 is the company’s first model in its new yacht line, which is semi-custom. Luxury mega-yachts range from 68-86 feet.


Nisi 2400

“Nisi embraces everything one needs for a superior lifestyle experience,” Ms. Cozias said. “[It is] a mixture of relaxed chic, contemporary cool and understated elegance.”

The Nisi 2400 is the first and only yacht under 100 feet to be built to Royal Institution of Naval Architects Charter and Maritime and Coastguard Agency Commercial classification, which is the highest standard of engineering construction and construction that can be achieved, per Ms. Cozias.

These standards are usually reserved for much larger yachts.

The yacht will be on public display at the Cannes show in the centrally-located “Pantiero” section at the main show grounds.

Interested consumers can contact the company for private viewings.

“Having drawn a line in the sand with this debutant, Nisi Yachts looks forward to leading sophisticates to explore their passions,” Ms. Cozias said.

Love the boat

In addition to promoting the yacht via boat shows, Nisi is promoting the rest of its new line via aggressive press.

For instance, the Nisi 2400 was written up in the Robb Report Best of the Best Water and Wings issue (see story).

The model was also a finalist in May at the Asia Boating Awards for the most innovative design of the year, per the brand.

Additionally, the Nisi Web site at has more detailed information, video clips and pictures of all branded products.

The line will continue to expand and primarily be marketed through boat shows.


Nisi 2400 interior

To complement the current three-model fleet in which the Nisi 2400 is a part of, a new 120-foot yacht will be unveiled at the Fort Lauderdale Boat Show Oct. 27-31.

Showing new lines at boat shows seems to be the most realistic way to market yachts. After all, consumers are literally boarding the boat and looking at all of its features which likely leads to more transactions than other forms of advertising.

Furthermore, most of the consumers at the yacht shows are likely the ones who are looking to buy a yacht and, therefore, yacht companies are already showing their best products to a niche audience.

“This yacht adds tremendous value as it allows potential owners to board her and to really get a feel for what Nisi Yachts represent – casual opulence, legendary style and unsurpassed engineering and safety,” Ms. Cozias said.

Final Take

Rachel Lamb, associate reporter on Luxury Daily, New York