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Objectives

Fineman PR was tasked with raising awareness of and increasing attendance at the National Marine Manufacturers’ Association’s (NMMA) Second Annual San Francisco Boat Show.

Challenge

The San Francisco Boat Show, still looking to gain a foothold in its second year in the region, faced a slowly recovering economy and the California’s historic drought. In addition, San Francisco remains a highly competitive market for events of any kind, especially industry-specific trade shows.

Tactics

To build excitement and awareness, Fineman PR focused on promoting aspects of the show that appeal not only to boaters, but interested non-boaters as well.  Whether it was popular paddleboarding lessons, hands-on skills courses or the variety of boats that could be experienced first-hand, we shaped the event as a fun and educational resource for all – much more than just a place to buy boats. To entice media, we focused on the show’s highlights, including a $3 million super yacht and the world’s first hybrid-solar-diesel powerboat. Finally, we created shareable content to appeal to millennials and the non-boating population.

Results

With all hands on deck, Fineman PR secured major print and online media coverage and on-location stories from all four of the Bay Area’s major broadcast channels. Key spots included an extended in-water showing of the hybrid-solar-motorboat and an in-depth walkthrough of a $3 million dollar luxury yacht. We arranged interviews for NMMA officials, giving them the opportunity to highlight important information about the boating industry’s post-recession rebound. We also succeeded in getting major multicultural media outlets to report on the show.

Most importantly, NMMA reported increased attendance and vendor participation – the success they were looking for – laying the groundwork for a successful return to port in 2016.