From Milan’s runways to international private enclaves, “quiet luxury” has become the byword for the discerning elite. Subtle, intentional and effortlessly refined, it’s a global movement that has long been woven into the fabric of Palm Beach and it’s Marina.
Inspired by this ethos, the Town of Palm Beach Marina unveils its new 2025 campaign, The Quiet Side of Luxury, launching this October. It celebrates the facility’s discreet exclusivity and invites patrons to discover the quietly extraordinary, understated beauty that awaits.
Today’s world moves at a gentler cadence. As the world grows weary of spectacle – the logos, the flash, the ephemeral trends – there’s a growing appetite for something more meaningful. And at the Palm Beach Marina, understated chic is baked-in. Superyachts glide smoothly into their berths and sunlight reflects on polished decks. Your every need is anticipated by our attentive staff’s white glove service, without ever interfering with your boating pleasure. The Quiet Side of Luxury campaign pays tribute to the Town’s timeless charm, which favors elegance over excess.
The Marina’s debut campaign, Anchored in the Heart of Palm Beach, was introduced to kick off its $40 million renovation in 2021. The transformed Marina unveiled 84 enhanced slips, including the 250-foot Royal Palm Dock, with cutting-edge amenities like floating docks, high-speed Wi-Fi and accommodations for yachts up to 295 feet. In 2023, the Marina launched its second successful campaign, If You Know, You Know (#IYKYK), which celebrated the insider allure of Palm Beach.
Now, 2025 ushers in a quieter confidence, one less about mystique and more about experience. It’s a natural next chapter, shaped by nuance, presence and purposeful indulgence. All three campaigns align seamlessly with the Marina’s enduring tagline, The Only Superyacht Marina in the Town of Palm Beach.
The Marine Marketers of America recognized the Anchored in the Heart of Palm Beach marketing campaign in 2022 with three Neptune awards: Best Regional-Local Marketing, National Magazine Ads in a Series and an Honorable Mention for National Magazine Ads in a Spread. The #IYKYK advertising initiative earned two Visit Florida Flagler Awards in 2024, including the Bronze Award for the Marina’s brochure and the coveted Best of Show Henry Award.
For the new campaign launching next month, the Marina intentionally chose to build on the story of our previous campaign’s two iconic faces: Michael Justin, with his effortlessly silver fox panache, and ‘90’s supermodel Beri Smither, whose timeless poise continues to turn heads. The new addition: a pint-sized, plush Pomeranian scene-stealer named Paris.
Styled once again by Sex and the City’s celebrated costume designer Danny Santiago (who has shaped the distinctive looks across all three Marina campaigns), the wardrobe shifted toward a more minimal, quietly sumptuous aesthetic – crisp linens, monochromatic palettes and subtle designer accents.
The result? A softer, more intimate visual language, perfectly in step with the campaign’s vibe.
Every frame of The Quiet Side of Luxury campaign was meticulously planned by the Marina’s agency of record, Jacober Creative, to reflect the Marina’s subtle sophistication. From scouting locations and tracking the natural light, to choreographing the flow of each scene, the team considered every detail with care. Icons, props, and wardrobe were selected and positioned with purpose. This ensured that each moment felt unforced and organic, yet perfectly composed.
The Marina continues to play a vital role in the Town’s economic vitality. With The Quiet Side of Luxury campaign, the Marina steps confidently into the future, honoring the Town’s heritage while speaking to today’s discerning yachting community. More than just a place to dock, it’s a place to pause, breathe, and experience the Marina’s most tranquil, unhurried moments. Stay tuned for the full photo and video roll out.
For slip reservations or more information, visit TownofPalmBeachMarina.com.
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