THE CLIENT
Chris-Craft – a subsidiary of Winnebago Industries – builds luxury sterndrive and outboard powerboats renowned for their world-class craftsmanship and design.
THE TEE UP
The 2024 Miami International Boat Show was a strategic opportunity for Chris-Craft to kick off its 150th anniversary, celebrate its legacy and showcase its latest models, including an anniversary edition of its popular Launch 27.
THE STRATEGY
We were hired to design an integrated media relations campaign, targeting boating and lifestyle journalists, industry dealers, and Chris-Craft’s current and potential customers. We worked with show organizers to establish an agenda and organize an impactful event, and then with the client to create key messaging and purpose-built press materials. Our goals were to:
- Drive pre-show media interest and attendance
- Secure media coverage
- Boost brand awareness
THE ACTION
We executed highly targeted media outreach to spotlight Chris-Craft’s anniversary and newest offerings:
- Pre-Show First Access Pitch: Targeting Robb Report’s Miami Boat Show preview issue
- Pre-Show Press Release: Focused on the Special Edition Launch 27 and the brand’s 150th anniversary
- Exclusive Press Conference: With invitation-only champagne toast and christening of the Special Edition Launch 27
- Onsite Media Engagement: Including interviews with Chris-Craft leadership and media kits
THE RESULTS
- Pre-Show article in Robb Report
- Over 20 key media attendees at the press conference
- 1,000+ media placements, reaching 3.9 billion people
- 20 articles with a potential readership of 1.2 million
The successful anniversary activation at the Miami show exceeded our goals and underscored our expertise in driving high-profile media coverage that amplifies the enduring legacy and values of well-known brands.
