EVENT MARKETING
The Challenge
Create a series of events and Direct to Sailor marketing programs that enable yacht manufacturers, sailmakers and equipment suppliers to connect with sailors and boat owners through their local yacht clubs in a fun, exciting and supportive way.
The Strategy
-
Host a new multi-club event on San Francisco Bay called "The Rock The Bay" Regatta, a multi-faceted event combining food, music, sponsored booths and of course, yacht racing.
-
Sponsor local clubs Friday night race series via a program called "The Beer Can Series"
-
Create an interactive DVD combining both editorial content and sponsored segments, to be delivered free to members of 600 yacht-clubs reaching over 50,000 people.
The Result
-
Marine manufacturers finally had a means to connect with their target audiences in the place that mattered most to them - Their Local Yacht Clubs.
