Porto Montenegro is a luxury yacht marina constructed on the site of a former naval base. Since its inception, the marina has been developed specifically to meet the needs of superyacht owners, Captains and crew. The transformation into a superyacht destination with a 5-star hotel, real estate, bars and restaurants was led by some of the world’s most respected business figures including UK businessman Lord Jacob Rothschild, Bernard Arnault and Peter Munk. In 2016 Porto Montenegro was acquired by the Investment Corporation of Dubai (ICD), the principal investment arm of the Government of Dubai. The marina's location is within the UNESCO-protected Boka Bay which not only offers pristine beauty but is also within easy reach of most major European capitals.
Scope of Work
We began by conducting a detailed perception study among industry stakeholders and key clients. Our analysis showed that there was a distinct lack of awareness and understanding of the true scale and variety of the extensive services and facilities on offer in the marina. Coote & Co. subsequently worked closely with the development’s directors to boost both the awareness and interest in Porto Montenegro by building closer relationships with key influencers and decision makers in the superyacht community. The long term goal is to increase the number of superyachts choosing Montenegro as a home port during the winter months.
Marketing Planning & Budgeting