6th April 2017

Rebrand for Showboats International

US yachting bible gets a fresh new look to appeal to the boating elite.


BOAT International Media has rebranded prestigious American yachting bible ShowBoats International.

Entitled BOAT International US Edition, the revamped magazine will build on ShowBoats’ heritage as the number one luxury yachting magazine in the American market by continuing to showcase the most exclusive superyachts on the water, while boosting its focus on luxury lifestyle.

It will sit alongside London-based sister title BOAT International which is currently distributed in more than 50 countries. The US edition will target a discrete audience based in the USA, as well as Canada and South America.

With a readership consisting of 23 per cent of all US billionaires, the first issue of BOAT International US Edition has attracted a wealth of premium brands such as luxury Italian clothing company Loro Piana; ultra-high-end furniture makers Promemoria and Pollaro; Italian fine wine producer Antinori; and Adrian Sassoon, one of the world’s leading art dealers.

Stewart Campbell, editor BOAT International Media, said: “ShowBoats International has been an important part of the American yachting vernacular for a number of years, but we felt strongly that the BOAT International name better reflected the direction of our shifting editorial focus, which seeks to explore the luxury lifestyle that accompanies superyachts, rather than simply the yachts themselves. The BOAT International brand has gone from strength-to-strength, so it seemed like a natural step for us to bring this iconic brand — which has become synonymous with luxury lifestyle — to an affluent American audience.”

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