And how do you approach the yacht's content and social media? Is there a defined strategy behind what you're putting out or do you prefer to let the yacht and the experiences around it dictate the content?

So actually, we took in our fundage a lot of locations of charters that we had.

Like, for example, we did some...

I think the right moves for us when we started attending the boat show in San Remo with more global clients like from USA, then the boat got a bit exposure after winning the MIPA award as well.

And then we started putting the dots of our charters.

For example, if it was in Gans, we will create something there so it can be loud, get the attention that we wanted to give to the boat.

And then from there, a lot of influencers, content creators, these people that are creating all this content that went viral with this, they were approaching us because they never had the chance to be in a boat like this or do something like people they don't usually get to see.

What was the thought behind that?