Case Study

The YachtMarket.com Southampton Boat Show 2017

BACKGROUND

Full of big fish in the business world, multi-million £ world launches, and stories of local exhibitors swimming against the tide, the Southampton Boat Show is an annual event held over 10 days in September. It attracts boat builders and customers from across the UK, and world. Our brief is pretty simple: make a splash, and get as much radio and TV media coverage as possible.

 

OUR THINKING

We kicked off with a competition blitz, offering tickets to stations to promote the show in the lead up. About a fortnight before, we held a radio day with well-known comedienne Katherine Ryan which helped us to get the boat show firmly on the media agenda. A week before launch day, we start actively reaching out to TV and Radio on a national and regional level. The trick is; a tailored individual approach depending on the broadcaster. The red top equivalents want glitz, glamour and celebrities while the business and news slots want big financial numbers and details of how the industry was doing post EU ref. Meanwhile; regionals were looking for ‘born and bred’ links to their patch. By having a portable ISDN radio kit on site, we were able to connect broadcasters in quality throughout the show.

 

RESULTS

  • We sent competition tickets out to 10 broadcasters, reaching an audience of 1.4 million
  • We secured 19 broadcast hits for the radio day with Katherine Ryan including entertainment news, celebrity radio, talkRADIO & BBC Wales. We reached 15 million people with this activity
  • For the boat show itself, we secured 28 broadcast hits across the 10 days including BBC Breakfast, BBC Radio 1, Fun Kids Radio, Jazz FM & talkRADIO. We reached 29 million viewers and listeners

 

CLIENT FEEDBACK

‘A tremendous team effort with some excellent results. A massive thank you this end for coming up trumps and keeping Southampton Boat Show firmly on the map, well done and thanks!’

Sarah Audsley, British Marine