Published on: 05 September 2019
Southampton International Boat Show, powered by Borrow A Boat is currently being built and final plans are in place for the Show’s key new features. These include a much larger entrance hall to ensure all visitors are welcomed and offered the information they require at the start of their day.
The traditional Showguide has been replaced with a free paper map, complemented by a full mobile app on which you can plan your whole visit view the map ahead of visiting the Show. Head of Marketing & Communications, Adrien Burnand, explains: “You’ll be able to filter by interest what you want to see, put stars next to them, whether an exhibitor, a demonstration, a speaker or activity. Then the app will plan your day and send you notifications 15 minutes before the due time. We’ll also be using QR codes around the Show.”
Another important feature is the completely new catering area replacing the Mayflower Complex. The Quarterdeck will have substantially greater capacity and a broader variety of food. Features have been improved and expanded to increase entertainment and engagement. Visit southamptonboatshow.com for more information.
New Members and Exhibitors Lounge The British Marine Members and Exhibitors Lounge will move into a dedicated B2B area in the heart of the Show floor. It will additionally include space for eight members to showcase their products or services.
One of the most exciting parts of this year’s Show is the marketing activity surrounding it. Much is happening in addition to strong UK and international media, social media pay-per-click, email and substantial PR activity.
“We’ve been working very collaboratively with the Show’s primary sponsor, Borrow A Boat to create a strong above the line awareness campaign using London Underground posters and flyer drops,” Adrien says. “We’re also conducting below the line activity with strong calls to action. Our primary objective is to increase ticket sales.
“The below the line activity works by engaging a number of social media influencers to promote the Show. They are enjoying boating experiences through Borrow A Boat; later they’ll be at the Show driving interest but all the time getting people to engage with a game that asks which boat they are. The game enables us to capture details and retarget visitors with social media and emails.”
Another innovative change is the move to See Tickets for Show ticketing. Its 5.5m registered users are being targeted for lookalike audiences and the Show is featuring in solus and general e-shots.
Evolving parnerships include South West Trains and employee incentives with companies. All designed to ensure that the Show plays a major role in attracting the industry’s next generation.
Southampton International Boat Show, powered by Borrow A Boat 2019 opens on Friday 13 September and ends on Sunday 22 September 2019. For further information, visit the Show's website.
This article was originally published in the British Marine magazine, read the full magazine here.