Cape Town International Boat Show
Impact Exhibitions
Printed media

The CAPE TOWN INTERNATIONAL BOAT SHOW is the Mother City’s single biggest boating showcase stretching over the entire Cape Town International Convention Centre and a section of the V&A Waterfront. This 16000m² show plays host to more than 150 local, national and international exhibitors. Although the show has its own regular boating crowd streaming to the CTICC every year there was a need to increase awareness of the show amongst non-boating consumers and to position boating as an aspirational and family activity, which in turn should also increase feet through the door. Publicity not only creates awareness of a brand but it is an integral part of brand positioning and changing mindsets. For this reason Affinity implemented a tactical publicity campaign targeted at the highly credible consumer media.

Affinity generated more than R2,2 million worth of publicity in mainly consumer titles for the Boat Show. Editorial focused on the benefits of boating for the family as well as the sheer beauty and luxury of the industry. Selected journalists were invited to lounge on a R30 million yacht to experience the breathtakingly beautiful vessel. A combination of informative and educational editorials together with give-aways were generated. We communicated that boating is a fun-filled family activity and gave rookie boaters an opportunity of winning their very first boat in order to enter the market.

Despite the N1 being closed and a competitive show taking place over the same weekend, the show was a roaring success and attracted both the avid boaters and new entries into the market. Visitors’ research indicated that the pre-determined objectives for the publicity campaign were reached.

Examples of publicity (please click to enlarge)

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