As Y.CO’s in-house copywriter, I was asked to come up with an engaging headline to capture attention quickly, incentivising the user to click through and search available superyachts for charter.

In an industry that is saturated with predictable language – opulence, indulgence, exclusivity – I instead came up with the line ‘Freedom Feels Good’ to tap into the deeper emotional benefits and one of the biggest pulls for luxury yacht charter – absolute freedom. 

Freedom Feels Good positions yachting not as a luxury experience, but a portal into another world.