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CorD magazine
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Lesson to Learn From the Ice Bucket Challenge

CorD 119 September small Page 79 Image 0001byANNE-MARIE KLINE

Cause-marketing aside, most brands are usually not trying to save lives. Marketers are normally trying to sell a product or a service. But first and foremost, that means getting people to engage with, and participate in, what your brand is doing

And from that participatory side, there is a lot that we can learn from the ALS Ice Bucket Challenge that's been sweeping the world. By now you've undoubtedly seen your Facebook feed and Twitter stream flowing with videos of people dousing themselves with ice and challenging others to do the same to raise awareness and money to fight amyotrophic lateral sclerosis. Some have argued about the effectiveness of this, but according to the ALS Association, as of 18th August, it's "received $15.6 million in donations compared to $1.8 million during the same time period last year."

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Latest Superyacht Trends

CorD 119 September small Page 58 Image 0001

This year the world’s No. 1 showcase for superyachts afloat Monaco Yacht Show from 24th-27th September, will be the best ever. With 115 spectacular yachts and about 30 luxury tenders and an extended exhibition, the show will host the industry’s finest and most renowned suppliers

The extension reflects the increasing demand for exhibiting bigger yachts in the Port. Last year’s event hinted at the beginnings of a recovery in the yachting market and it seems today that some yachting statistics are approaching pre-crisis figures, in terms of volume, with order books and the demand for finance on the increase. During the last two or three years there has been a noticeable increase in the demand for vessels over 100m and from the 2014 event and into the future the Monaco Yacht Show will be able to berth these giants for all to see. This annual, one-of-a-kind event attracts billionaires from around the world, many that will be inconspicuously walking the docks as they catch up on the latest superyacht trends. This princely destination is a well known staple amongst Mediterranean cruising grounds and has long been the destination of choice for superyacht owners and guests, making Monaco a natural home for this unique event.

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