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By Suzette Cook
Newport — Capt. Andy Lauer of M/Y Livernano, a self-taught graphic designer and a social media aficionado, just posted a drone video taken by a yacht broker onto the yacht’s Instagram account yachtlivernano.
The 34-year-old captain said he has been in the yachting industry for 13 years but got interested in graphic design when he took classes in high school. Now, he’s using his multimedia skills and aptitude for technology to expand the reach of his yacht to potential winery clientele and charter guests.
Lauer’s latest idea for marketing Livernano Winery and the 95-foot yacht built by Princess that is available for charter in New England, Florida and the Bahamas involves a simple hashtag placed on the stern of the yacht below a company slogan.
“We have a slogan across the back of the boat that says ‘Life is too short to drink bad wine’ and everybody stops, no matter where we are, to take a photo,” Lauer said.
So he brought the idea of adding a hashtag to the owner and got the goahead.
“I worked with the owner to come up with a hashtag,” he said. “I said we should really put a hashtag back there because this is free marketing for us. We’re always marketing the wine.
Lauer said #LivernanoNation was added to the boat three weeks ago.
“We just put it on.”
Lauer’s regularly adding video and photos to the yacht’s social media accounts.
“We’re pretty active,” he said. “We instagram everything minus the client stuff.
“We do a lot of photos of our wines and people follow just to see where we are at. We try to be as active as possible and give a broad spectrum of content.”
Suzette Cook is editor at The Triton. Reach her at firstname.lastname@example.org