As part of Genoa Boat Show’s ‘new era’, the communication strategy, represented by the new advertising campaign, has been developed by the agency Meloria. “Where a sea of stories begins.” – this is the claim of a highly emotional campaign that will last for a whole year, until next Boat Show.
Genoa Boat Show 2012
The new advertising campaign for the promotion of Genoa International Boat Show – which is reaching its 53rd edition this year and will be held from 2nd to 6th October 2013 – has been chosen.
This year’s campaign has been entrusted to the Genoa – based agency Meloria, which has won the competition launched by Fiera di Genova and UCINA, and will be characterised by a brand – new approach, allowing the public to experience the Boat Show’s spirit 365 days a year and leading visitors all the way to the 2014 International Boat Show.
Through the claim “Salone Nautico. Where a sea of stories begins” Meloria is indeed proposing a 360 – degree advertising campaign that will be run on various media, from traditional ones to the Internet and the main social networks (Facebook, Twitter).
Yachts will thus become an emotional tool capable of telling about the lovely time spent at sea and bringing it back to our memory.
Besides announcing a revamp of the Boat Show’s institutional website, Meloria is also going to propose a new portal devoted to “sea stories”, targeted at all sea lovers and boat enthusiasts, who will be able to share their stories and experiences by sending videos and other multimedia materials.
The new website will be active and constantly updated throughout the year, with the goal of becoming an interactive ‘meeting point’, a sort of ‘memory box’ for all sea lovers.
Meloria’s project is also aiming to strengthen the relationship with the Boat Show’s increasingly diverse public by constantly updating them on news, events, and special initiatives through the Boat Show’s page on Facebook and the newsletters sent to exhibitors and visitors.
The new advertising campaign is a vital, integral part of the ‘new era’ that Genoa Boat Show will step into starting from its forthcoming edition, which already stands out for a series of novelties including: new dates; an innovative layout ensuring an even closer contact with the sea and turning the visit to the Boat Show into a true journey into the world of yachting; an even wider range of products and services, with new products categories and a clear arrangement by themes and sectors; new and improved services to exhibitors and visitors alike; and an ongoing, open dialogue with the city.
