Initially it was just an idea from a few rich people, in the end it was a major project and a fantastic marketing success. Prince Aga Khan had the idea to transform the once sleepy northern coastline of Sardinia into a destination for the rich and famous. They named the region "Costa Smeralda" after the incredibly turquoise colored ocean. If you are in doubt, check out the picture. With the help of a major consortium, the Prince's dream became reality and soon the rich and famous arrived by plane and in their mega yachts. Sardinia is still a destination for the super rich but most of them head further south.