MELBOURNE BOAT SHOW

Exhibitors at the Melbourne Boat Show had been struggling with lower sales since the GFC. We shifted the advertising focus from lifestyle (selling the dream) to retail (selling boats) – targeting the audience our exhibitors needed most. We then enlisted some attention-getting B-grade celebrities to sell the message of A-grade deals. The campaign saw attendance increase 5%, but, most importantly, we attracted the right audience, with many exhibitors reporting record-breaking sales.

At the time, Brynne Edelsten was making front page news due to her split from husband, Geoffrey Edelsten.