CASE STUDY
HIGHWAY MARINE
BOAT SHOW
My Roles
- Creative Direction
- Marketing Strategy
- Proposals & Estimates
- Budgeting
- Account Management
- Campaign Management
- Contractor Outsourcing
- Team Leadership
- Video Direction
- Analytics Reporting
My Team
Gillian Pemberton, MarCom Director
Alex White, Junior Designer
Jazmine Youssef, Junior Designer
Elias Sabba, Senior Designer
Jessette Long, Copywriter
Managed Resources
UbiFire, Video Production
Tatiana Vlad, Photographer
Hung Nguyen, Developer
Sara Viteri, Emcee
The challenge
In 2021, we were tasked with finding a creative solution that would allow a large boat dealership to host their annual boat show while practicing Covid-19 safety restrictions, such as social distancing and maximum capacity.
The solution
I conceptualized, proposed, and managed a hybrid event, consisting of both in-person and virtual shows. My team produced three live-stream broadcasts from Highway Marine’s showroom which allowed people to attend and participate virtually if they chose. The in-person show still went on but was extended from their usual three-day event to nine days, to better manage social distancing and capacity issues.
the campaign
A variety of digital and print marketing tools were utilized to generate leads and promote the event.
I ensured deadlines and budgets were met and client goals were reached. I managed and provided creative direction to hired contractors in addition to our internal team. I was the main point of contact with the client and led all pitches, presentations, and meetings.
Paid Ads
Retargeting, Geo-fencing, and paid social ads targeted key demographics and increased online visibility.
Organic Social
The social media strategy included the design and copywriting of daily posts and stories, and boosted posts on all platforms.
Game Design
An online game was developed to increase conversions and generate leads. Prizes were to be picked up at the location of the boat show, which also helped increase the number of in-person attendees.
Digital & Print Design
Landing pages, emails, display ads, posters, packaging, and brochures were all designed with consistent boat show branding.
Video Production
Working closely with the video production team, we wrote, produced and scripted a series of pre-recorded segments and live-broadcasts for three two-hour online boat show events.
Event Management
RSVP’s for the in-person show were managed to stay within Covid 19 capacity guidelines. Raffles, door prizes, catering, entertainment, and branded merchandise for giveaways were also curated.
The numbers
Conversions and lead generation exceeded expectations on all platforms. Geo-targeted ads led to an up-tick in website traffic as well as a significant increase in social media following and engagements. Numbers continued to climb after the show due to ongoing marketing efforts including retargeting ads and boosted posts.
- Conversion Rate – 87%
- New Users – 72%
- Social Following – 65%
In-Person Attendees
live-stream views
leads generated
boats sold
the results
By the end of the event, Highway Marine experienced record breaking sales, selling out of a years worth of boats in only nine days. The campaign was so successful that we continued the same format for the 2022 boat show with just-as impressive results.
