Reinvigorating a flagship event
The team at British Marine approached us in March 2018 with the brief to provide services across creative and design, PR and social media, web and advertising, video production and on-site support. With the Show in its 50th year, there was a desire to look at the creative identity of TheYachtMarket.com Southampton Boat Show 2018 with fresh eyes and create something that elevated the brand, and made it stand out in a very competitive events market.
We facilitated a ‘Discovery Workshop’ to kick off the project and really get under the skin of the Show, its history, aims and audiences. We researched the audience, and the environment and explored a fresh approach to the Show, being mindful of the need to keep the core audience happy, whilst reaching out to a new family audience.
The chosen creative route stood out as striking and aspirational, giving us a truly ownable and unique visual treatment of the Show. We commissioned illustrator Peter Greenwood to create a hero graphic montage which told the story of the Show, with a view to adding to these as necessary. This layered, flexible approach allowed us to animate elements of the illustration across social, as well as creating a video on demand commercial, delivering a cohesive brand experience across all channels.
We applied this creative approach and understanding of the user journey to a brand new website too, providing a superb online experience for exhibitors and visitors alike. The site needed to handle a large volume of traffic during the event, so had to be fast and robust.
Showcasing their ship mates
We worked with the client to identify and engage a lead presenter, Jo Pickard, who provided a constant thread for the Show, interviewing exhibitors, celebrity guests and visitors, whilst showing the day to day activity taking place each day. Working with our trusted supplier, Transmission, we captured content which was edited and shared on all social and digital channels during the Show.
Maintaining a steady ship
The run up to the Show saw over 60 briefs hit the studio, as the visual identity was rolled out across all collateral, creating an animated commercial for use on ITV Video on demand, across signage, tickets, emails and leaflets, through to print and digital ads, social media, video content and outdoor formats.
Social in the Sunshine
The campaign line, #JustAddWater formed the backbone for the social content for the run up and during the Show. Our community engagement team created engaging content, scheduled to spark conversation in the run-up to the show, to maintain momentum over the 10 days of the Show and to keep people talking about it long after it finished.
The results speak for themselves especially across social where we consistently out performed last year’s figures. The client received positive feedback from exhibitors on the new creative execution, which worked seamlessly across digital channels driving almost 3000 additional website ticket sales year on year. We also delivered an increase in Facebook page likes of just under 50% from the period of the Show in 2017.