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    The Melbourne Boat Show is Victoria’s annual celebration of the positive and rewarding lifestyle that boating provides.

    Visitors will find a huge range of boats and watercraft from open cuddy/half cabins, hard tops, centre console, pontoon cruisers, rigid inflatable boats, to top-end luxury cruisers, PWC’s, ski and wake boats; a variety of engine and drive systems and all the fishing gear and lifestyle accessories that make recreational boating so enjoyable.

    OBJECTIVES

    The following objectives were outlined by the Boating Industry Association of Victoria:

    1
    Increase Online
    Ticket Purchasing
    3
    Increase Overall
    Patron Attendance
    2
    Increase Brand Awareness
    and Engagement

    #MELBOURNEBOATSHOW

    Taking place at the state-of-the-art event venue, the Melbourne Convention & Exhibition Centre (MCEC), the Melbourne Boat Show welcomes visitors locally, nationally and internationally each year, and is a major event on Melbourne’s calendar.

    The Show is the largest event for the local marine industry, with thousands of exhibitors gathering in the city to display their latest products and services every year. Some of the main products exhibited at the show include boating, diving, fishing and sailing equipment, motor boats, jet skis, accessories and yachts.

    OUR STRATEGY

    By developing and executing a series of targeted Strategic Initiatives, the Boating Industry Association of Victoria successfully achieved the following:

    1
    A 100% increase in
    online ticket sales.
    2
    Event attended of 40K which
    exceeded pre-event target.
    3
    In excess of 1 Million
    social impressions.

    STRATEGIC INITIATIVES

    • An audit and analysis was conducted initially, in order to assess what currently was and what wasn’t working for the event online. Data collected from online media monitoring tools enabled us to determine some key data, which was then used to form the foundation of our strategic recommendations.

    • Using the strategy proposed by Thinktank Social, we assisted in launching the Melbourne Boat Show’s above the line commercial via social media prior to it hitting TV and Radio.

    • Initially, B-Grade Celebrities Warwick Capper and Brynne Edelsten were the stars, but after trialling different types of content on social media, the exhibitors became the real content stars of the campaign in the social space.

    CAMPAIGN RESULTS

    • 1.3 million social impressions

    • 507K+ Victorians engagement with the events social media posts

    • 52% of all likes and comments on Instagram were from people already following The Melbourne Boat Show

    • 47.5% of the campaigns likes and comments on Instagram were from non-followers

    • 1500+ Google+ views and 6K+ YouTube video views

    • The Melbourne Boat Show event attendance surpassed our target of 40K

    • Online ticket sales increased from 3,000 in 2013 to 6,500 in 2014

    Thank you!! Guys, you are so easy to work with and made this entire process very simple to understand and, not to mention, execute on. Looking forward to next year already!
    Boating Industry Association of Victoria
    @melbourneboatshow

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