Carlos Vidueira

"In the absence of information, people will make their own stories about what happens on a yacht. The challenge really lies in rebranding - the product is outstanding and it's not necessarily just the superyacht itself - it's the privacy, the freedom and the lifestyle it affords. We need to highlight the benefits that come from the product instead of just the product itself. Every effort to do this so far has been on an individual basis - through coordinating the message through The Superyacht Life Foundation, we will be far more effective."