New Client Celebrates 50 Year Milestone
The beginning of 2019 prompted a new, long term relationship between Symmetry and the Annapolis Boat Shows. Becoming their agency of record, we took on assisting the shows’ management team with ongoing communication, marketing, and creative efforts to help execute their spring and fall boat shows.
As a staple to downtown Annapolis, the Annapolis Boat Shows pays the ultimate homage to the local maritime heritage. Positioned in the heart of Ego Alley, their main office overlooks the waterways that host the Annapolis Spring Sailboat Show, United States Powerboat Show, and United States Sailboat Show. Since 1970, the organization has provided a local, regional, and national audience with access to the first-ever, in-water boat shows featuring the latest boats, top exhibitors, manufacturers, financial institutions, gear vendors, and comprehensive educational opportunities. Early on, the organization also expanded its reach to host the Bay Bridge Boat Show in Stevensville, MD, providing them with a broader reach and change of scenery for attendees.
Tying beautifully into a few of our team members’ passion for boating, we were ready to dive into this contract. We took the spring season to familiarize ourselves with the brand, the shows, their style, and gearing up for the Boat Shows yearly spring appetizer: the Bay Bridge Boat Show and Annapolis Spring Sailboat Show. Implementing a new marketing plan, dynamic graphics, and an extensive communications strategy – to complement their already established and successful image – perfectly positioned us to take on those same efforts for their bigger, international fall shows; especially the 50th celebration of the United States Sailboat Show.
It was imperative to develop a strong fall campaign that effectively communicated the already established legacy the shows have amongst the industry and its attendees. A one-word term seemed most desirable; something that was strong enough to stand on its own and be the foundation for the entire campaign.
Our team crafted the term “Unmatched.” It successfully showcased the resiliency the shows have held since their inception and communicated how the United States Sailboat Show has turned into the Sailboat Show to attend around the world; with attendees from all 50 states and over 27 foreign countries. Our graphics team developed creative elements that exhibited a clean and superior look that worked seamlessly with the strategic editorial, social, and press communications plan we put in place. We also took the time to strategize the best marketing mix of delivering the enhanced messaging through a number of channels including digital, print, radio, and tv.
The final results of the fall shows were a testament to the strength of the boating industry, the show’s unwavering audience, and our new and combined efforts in showcasing and supporting this elite organization. We hit record attendance numbers, sold-out educational programs, and workshops in advance, and rented exhibitor space completely eclipsed previous years’ records. It was thrilling to know that our team aided in the successful execution of the most memorable boat shows in history – and one just so happened to be their biggest celebration yet!
