{"id":"court_ctb_1930_14","court":"CTB","case_no":"22-50073","doc_number":1930,"sub_number":14,"doc_type":"EXHIBIT","filed_date":"2023-06-22","title":"Exhibit 14 ![](_page_1_Picture_0.jpeg)","summary_zh":null,"summary_en":null,"body_en":"#### **Exhibit 14**\n\n![](_page_1_Picture_0.jpeg)\n\n### Contents\n\nTHIS DOCUMENT IS STRICTLY PRIVATE, CONFIDENTIAL AND PERSONAL TO ITS RECIPIENTS AND SHOULD NOT BE COPIED, DISTRIBUTED OR REPRODUCED IN WHOLE OR IN PART, NOR PASSED TO ANY THIRD PARTY.\n\n|                                     | 1. Introduction1 |\n|-------------------------------------|------------------|\n|                                     |                  |\n| 2. Lady May Marketing Activity 2023 | 2                |\n\n#### Case 22-50073 Doc 1930-14 Filed 06/22/23 Entered 06/22/23 18:40:24 Page 3 of\n\n![](_page_2_Picture_0.jpeg)\n\nThis report provides you with a summary of the marketing activities undertaken to promote Lady May since launch with Edmiston in 2023.\n\nAfter two unprecedented years for the yacht industry, the sales market in 2023 has shown signs that the boom in sales of 2021 into 2022 has begun to cool. Whilst demand is still strong for high value pedigree yachts, we see similarities in sales between Q1 of 2023 with those of 2018 and 2019. A strong indicator of the brokerage market rebalancing.\n\nWhilst the sales market has been buoyant, the brokerage sector is subject to peaks and troughs, influenced by a diverse range of factors from economic to geo-political. Ultimately, the key drivers of sales are price, condition, and location coupled with clever marketing.\n\nWe continue the sales marketing campaign of Lady May and actively canvas the market for potential buyers, both within our own network as well as through our colleague brokers in the industry and will keep you fully updated.\n\nKind Regards\n\nDirk Johnson\n\n## 1. Introduction\n\n<span id=\"page-3-0\"></span>16\n\n# <span id=\"page-4-0\"></span>2. Lady May Marketing Activity 2023\n\n![](_page_4_Picture_2.jpeg)\n\n### Digital Marketing *Direct Client Email Marketing*\n\n### Market Overview\n\n*Lady May featured in the Market Overview monthly mailer once so far in 2023. This is distributed to 10,000 clients and prospects. This includes a small selection of brokerage CA's that have a special deal, last minute availability, new itinerary or similar.*\n\n![](_page_5_Picture_4.jpeg)\n\n![](_page_5_Picture_6.jpeg)\n\n## Digital Advertising\n\n*Edmiston.com ranks highly on search engines amongst our competition and is an effective tool in promoting Lady May, with monthly website traffic averaging 30,000 per month.*\n\n### Webpage\n\n*Lady May has a dedicated webpage on the Edmiston.com domain, complete with large format images, editorial multi-media options and features. Total page views for 2023: 399*\n\n![](_page_6_Picture_6.jpeg)\n\n![](_page_6_Picture_8.jpeg)\n\n*Direct Client & Business-to-Business Marketing*\n\n## Digital Marketing\n\n*Business-to-Business Email Marketing*\n\n## *Lady May - New CA for sale*\n\n48.54% 464 1,857 Open Rate Unique Opens Total Opens\n\n*In order to connect Lady May with our network of industry brokers, we do the following:*\n\n### *Edmiston Email Marketing*\n\n#### *Single & Multi Yacht Mailers*\n\nThese are sent on an ad-hoc basis for New Central Agency Yachts, sales updates, location updates, price reductions and yachting events.\n\nLADY MAY has been featured in the following mailers since her launch in April 2023. Examples below:\n\n![](_page_7_Picture_16.jpeg)\n\n![](_page_7_Picture_18.jpeg)\n\n- [Lady May New CA for sale](http) (28/04/2023)\n- [Lady May Now in Newport, RI](http) (18/05/2023)\n- [Lady May Now enrolled in the FTZ in Newport, RI](http) (24/05/2023)\n\n#### *Monthly Updates*\n\nCirculated monthly, this digital mailer features our full fleet of yachts for sale and includes relevant updates for that month.\n\nLADY MAY has featured in one Monthly Updates since her launch in April 2023, the most recent can be found [here.](http)\n\n### *Yacht World & Yatco*\n\nLADY MAY is included on [Yatco](http) and [Yacht World,](http) which are online B2B search facilities that centralise brokerage yacht information for the yacht industry.\n\nListed Recipients\n\n![](_page_7_Picture_22.jpeg)\n\n![](_page_7_Picture_23.jpeg)\n\n## Digital Marketing\n\n*Business-to-Business Email Marketing*\n\n45.33% 437 1,038 Open Rate Unique Opens Total Opens\n\n![](_page_8_Picture_3.jpeg)\n\n![](_page_8_Picture_5.jpeg)\n\nListed Recipients\n\n![](_page_8_Picture_10.jpeg)\n\n![](_page_8_Picture_11.jpeg)\n\n## Social Media Marketing\n\n*As part of our social media strategy, Lady May is covered across our multi-channel social network. Each platform provides a different service with specific content created for each.*\n\n*Instagram – 81.7K followers*\n\n*Facebook – 8.7K followers*\n\n*LinkedIn – 11.2K subscribers*\n\n*YouTube –1.3K followers*\n\n### We are delighted to welcome previous World Superyacht Award winner, Lady May, to our sales fleet\n\n*29/04/2023*\n\n### We are delighted to welcome previous World Superyacht Award winner, Lady May, to our sales fleet *29/04/2023*\n\n![](_page_9_Picture_12.jpeg)\n\n![](_page_9_Picture_14.jpeg)\n\n![](_page_9_Picture_9.jpeg)\n\n*LinkedIn | Post* Impressions 3,042 Engagements 638 Engagement Rate 21%\n\nLady May Marketing Activity 2023 | 7\n\n## Advertising\n\n### Online Advertising\n\nBoatinternational.com & Superyachttimes.com online listings\n\n*As part of Edmiston's commitment to Lady May, she has featured on the brokerage listing page of [Boat International](http) and [Superyacht Times,](http) extending the reach to potential buyers.*\n\n![](_page_10_Picture_5.jpeg)\n\n### Luxury Lifestyle & Yacht Publications\n\n*Lady May featured in the following digital and print publications:*\n\n### *Boat International US*\n\nJune Issue - Half page\n\nJuly Issue - Half page\n\n![](_page_10_Picture_9.jpeg)\n\n![](_page_10_Picture_10.jpeg)\n\n![](_page_10_Picture_12.jpeg)\n\n### *Heliport*\n\nAs title sponsors of the London Heliport, we use this platform to strategically advertise throughout. LADY MAY features in branded collateral that is deployed throughout.\n\n### *FBO Terminal*\n\nLADY MAY features in branded collateral that is deployed across East Hamptons and Cabo St Lucas private aviation terminals throughout the year.\n\n### *Farnborough Airport*\n\nEdmiston has teamed up with Europe's leading private jet airport, Farnborough, to provide a fully immersive experience for guests travelling through the airport.\n\nWe use this platform to strategically advertise throughout with selected marketing material. LADY MAY features in branded collateral that is deployed throughout.\n\n### Advertising\n\n![](_page_11_Picture_1.jpeg)\n\n# Edmiston Publications\n\n### *Bespoke Yacht Literature*\n\nAs part of our marketing campaign for LADY MAY, we create branded and white-labelled electronic collateral, with the option to print if required, to promote the yacht to potential buyers.\n\n### PR & Editorial\n\n### 46m Feadship motor yacht Lady May for sale with Edmiston\n\n*[Boat International Online](http) 04/05/2023*\n\n![](_page_13_Picture_4.jpeg)\n\n*\\*Please click on the URL to view the view feature*\n\n### Lady May 2014 151' 8\" Feadship Motor Yacht\n\n*[Yatco.com](http) 03/05/2023*\n\n![](_page_13_Picture_8.jpeg)\n\n![](_page_13_Picture_10.jpeg)\n\n## Statistics Explained\n\n### Sector Benchmarking\n\n*To give you an understanding of how the digital activities for your yacht are performing, we have benchmarked the most comparable sector averages for 2022.*\n\n### Email Marketing Social Media Marketing\n\n| Sector Benchmark          | CTR   | Open Rates |\n|---------------------------|-------|------------|\n| Advertising and Marketing | 2.04% | 17.38%     |\n| Retail                    | 2.25% | 18.39%     |\n| Media                     | 4.62% | 22.15%     |\n| Real Estate & Design      | 1.77% | 19.17%     |\n| Travel                    | 2.25% | 20.44%     |\n| Average (all services)    | 2.58% | 19.51%     |\n\n| Sector Benchmark           | Average Engagement Rate |\n|----------------------------|-------------------------|\n| Influencer / Public Figure | 5.77%                   |\n| Media                      | 5.55%                   |\n| Travel                     | 4.94%                   |\n| Consumer Brands            | 4.39%                   |\n| Food & Beverage            | 4.13%                   |\n| Shopping & Retail          | 2.80%                   |\n|                            |                         |\n|                            |                         |\n\n\\*Email marketing statistics provided by Mail Chimp, updated on 17/06/2022 \\*\\*Social media statistics provided by Sprout Social, updated 17/06/2022\n\n### *Click-through rate (CTR)*\n\nClick-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.\n\n#### *Open rate*\n\nThis number shows what percentage of your audience opens the emails you send them.\n\n![](_page_14_Picture_14.jpeg)\n\n#### LONDON\n\n*Lombard Wharf, 12 Lombard Road, London, SW11 3GN, UK*\n\n#### MONTE CARLO\n\n*27 Boulevard Albert 1er, Monaco, MC 98000*\n\n#### NEW YORK\n\n*1325 Avenue of the Americas, 27th Floor, New York, NY 10019, USA*\n\n#### MIAMI\n\n*Suite 500, 1111 Lincoln Rd, Miami Beach, FL 33139, USA.*\n\n#### NEWPORT\n\n*Two Marina Plaza, Goat Island, Newport, Rhode Island 02840, USA*\n\n### MEXICO CITY\n\n*Ahumada Villalon 36, Lomas Virreyes, Miguel Hidalgo 11000, CDMX, México*\n\n#### SAN JOSE DEL CABO\n\n*Villa Valentina, Kilómetro 31.5, México 1, Zona Hotelera, 23405 San José del Cabo, B.C.S.*\n\nEDMISTON.COM\n\n![](_page_15_Picture_1.jpeg)","body_zh":"证物 14\n目录\n\n本文件严格属于私人、保密及专属接收人所有的文件，不得全部或部分复制、分发或再造，亦不得转交任何第三方。\n\n1. 引言 1\n\n2. 2023年 Lady May 号营销活动 2\nCase 22-50073 Doc 1930-14 Filed 06/22/23 Entered 06/22/23 18:40:24 Page 3 of\n\n本报告向您汇总了自2023年与 Edmiston（埃德米斯顿公司）合作推出以来，为推广 Lady May 号所开展的各项营销活动。\n\n游艇行业经历了史无前例的两年之后，2023年的销售市场已出现迹象，表明2021年至2022年的销售热潮已开始降温。尽管对高价值纯正血统游艇的需求依然强劲，但我们发现2023年第一季度的销售情况与2018年及2019年相似。这是经纪市场重新趋于平衡的有力指标。\n\n尽管销售市场一直保持活跃，但经纪行业会经历高潮与低谷，受从经济到地缘政治等多种因素的影响。归根结底，销售的关键驱动因素是价格、船况和位置，再加上巧妙的营销。\n\n我们继续开展 Lady May 号的销售营销活动，并在我们自身的网络以及行业内的经纪人同行中积极探寻潜在买家，并将随时向您通报最新情况。\n\n顺致敬意\n\nDirk Johnson（德克·约翰逊）\n1. 引言\n\n2. 2023年 Lady May 号营销活动\n数字营销 直接客户电子邮件营销\n市场概览\n\nLady May 号截至目前在2023年的《市场概览》月度宣传邮件中专题推介过一次。该邮件分发给10,000名客户和潜在客户。其中包括精选的享有特惠、最后一刻可用档期、新航程或类似情况的独家总代理（CA）经纪游艇。\n数字广告\n\nEdmiston.com 在我们竞争对手的搜索引擎排名中名列前茅，是推广 Lady May 号的有效工具，网站月平均访问量达30,000人次。\n网页\n\nLady May 号在 Edmiston.com 域名上拥有专属网页，配有大尺寸图片、编辑多媒体选项及各项专题介绍。2023年总页面浏览量：399次\n\n直接客户及企业对企业营销\n数字营销\n\n企业对企业电子邮件营销\nLady May 号 - 全新独家总代理待售游艇\n\n48.54% 打开率 464 独立打开次数 1,857 总打开次数\n\n为了将 Lady May 号与我们的行业经纪人网络建立联系，我们开展了以下工作：\nEdmiston 电子邮件营销\n单艘及多艘游艇宣传邮件\n\n这些邮件根据需要不定期发送，用于介绍新的独家总代理游艇、销售最新动态、位置变动、降价通知以及游艇赛事活动。\n\n自2023年4月推出以来，LADY MAY 号已在以下宣传邮件中进行推介。示例如下：\n\n- [Lady May 号 全新独家总代理待售游艇] (28/04/2023)\n- [Lady May 号 现已抵达罗得岛州纽波特] (18/05/2023)\n- [Lady May 号 现已加入罗得岛州纽波特的对外贸易区（FTZ）] (24/05/2023)\n月度动态\n\n该数字宣传邮件按月发送，刊载我们全部待售游艇船队，并包含该月份的相关最新动态。\n\n自2023年4月推出以来，LADY MAY 号已在某一期《月度动态》中推介，最新一期可参见[此处]。\nYacht World 与 Yatco\n\nLADY MAY 号已录入 [Yatco] 和 [Yacht World]，两者均为在线 B2B 搜索平台，汇集了游艇行业的经纪游艇信息。\n\n列名收件人\n数字营销\n\n企业对企业电子邮件营销\n\n45.33% 打开率 437 独立打开次数 1,038 总打开次数\n\n列名收件人\n社交媒体营销\n\n作为我们社交媒体战略的一部分，Lady May 号覆盖了我们的多渠道社交网络。每个平台提供不同的服务，并为每个平台制作了专属内容。\n\nInstagram – 81.7K 粉丝\n\nFacebook – 8.7K 粉丝\n\nLinkedIn – 11.2K 关注者\n\nYouTube – 1.3K 粉丝\n我们很高兴欢迎往届世界超级游艇大奖得主 Lady May 号加入我们的销售船队\n\n29/04/2023\n我们很高兴欢迎往届世界超级游艇大奖得主 Lady May 号加入我们的销售船队 29/04/2023\n\nLinkedIn 帖子展示量 3,042 互动量 638 互动率 21%\n\n2023年 Lady May 号营销活动 7\n广告\n在线广告\n\nBoatinternational.com 与 Superyachttimes.com 在线挂牌刊载\n\n作为 Edmiston 对 Lady May 号承诺的一部分，该游艇已在 [Boat International（国际舟艇）] 和 [Superyacht Times（超级游艇时报）] 的经纪挂牌页面上专题刊载，从而扩大了接触潜在买家的范围。\n奢华生活方式与游艇刊物\n\nLady May 号在以下数字和印刷出版物中进行了推介：\nBoat International US（美国国际舟艇）\n\n6月刊 - 半版\n\n7月刊 - 半版\n直升机场\n\n作为伦敦直升机场（London Heliport）的冠名赞助商，我们利用该平台进行全方位的战略广告宣传。LADY MAY 号呈现在全场投放的品牌宣传品中。\n固定运营基地（FBO）航站楼\n\nLADY MAY 号全年在东汉普顿和卡博圣卢卡斯的私人航空航站楼投放的品牌宣传品中均有呈现。\n法恩伯勒机场\n\nEdmiston 与欧洲领先的私人飞机机场 Farnborough（法恩伯勒机场）合作，为穿行该机场的旅客提供完全沉浸式的体验。\n\n我们利用该平台，通过精选的营销物料进行全方位的战略广告宣传。LADY MAY 号呈现在全场投放的品牌宣传品中。\n广告\nEdmiston 出版物\n定制游艇资料\n\n作为我们针对 LADY MAY 号营销活动的一部分，我们制作了品牌和中性无标电子宣传物料（可根据需要进行打印），以向潜在买家推广该游艇。\n公关与专题报道\n46米 Feadship（斐帝星）动力游艇 Lady May 号通过 Edmiston 待售\n\n[Boat International Online（国际舟艇在线）] 04/05/2023\n\n请点击网址查看专题报道\nLady May 号 2014年 151英尺8英寸 Feadship 动力游艇\n\n[Yatco.com] 03/05/2023\n数据指标说明\n行业基准比对\n\n为了让您了解您的游艇数字活动的表现情况，我们参考了2022年最具可比性的行业平均水平进行了基准比对。\n电子邮件营销 社交媒体营销\n\n行业基准 点击率（CTR） 打开率\n\n广告与营销 2.04% 17.38%\n零售 2.25% 18.39%\n媒体 4.62% 22.15%\n房地产与设计 1.77% 19.17%\n旅游 2.25% 20.44%\n平均值（所有服务） 2.58% 19.51%\n\n行业基准 平均互动率\n\n网红/公众人物 5.77%\n媒体 5.55%\n旅游 4.94%\n消费品牌 4.39%\n餐饮 4.13%\n购物与零售 2.80%\n\n电子邮件营销统计数据由 Mail Chimp 提供，更新于 17/06/2022；社交媒体统计数据由 Sprout Social 提供，更新于 17/06/2022\n点击率（CTR）\n\n点击率是指点击特定链接的用户数与查看页面、电子邮件或广告的总用户数之比。\n打开率\n\n该数字显示了受众打开您向其发送的电子邮件的百分比。\n伦敦\n\nLombard Wharf, 12 Lombard Road, London, SW11 3GN, UK\n蒙特卡洛\n\n27 Boulevard Albert 1er, Monaco, MC 98000\n纽约\n\n1325 Avenue of the Americas, 27th Floor, New York, NY 10019, USA\n迈阿密\n\nSuite 500, 1111 Lincoln Rd, Miami Beach, FL 33139, USA.\n纽波特\n\nTwo Marina Plaza, Goat Island, Newport, Rhode Island 02840, USA\n墨西哥城\n\nAhumada Villalon 36, Lomas Virreyes, Miguel Hidalgo 11000, CDMX, México\n圣何塞德尔卡博\n\nVilla Valentina, Kilómetro 31.5, México 1, Zona Hotelera, 23405 San José del Cabo, B.C.S.\n\nEDMISTON.COM","key_entities":["Je"],"ecf_references":[],"word_count":1252,"status":"published","published_at":"2023-06-22 00:00:00","created_at":"2023-06-22","updated_at":"2026-08-23 12:52:56"}