The Challenge

Southampton International Boat Show is one of Europe’s most important consumer marine events, bringing together hundreds of brands, thousands of visitors, major product launches and industry professionals over ten packed days. For 2026, ADPR was tasked with building anticipation, securing high-quality media coverage opportunities and showcasing everything the event had to offer. With so many exhibitors and activities competing for attention, there was a significant opportunity to help participating businesses gain greater media exposure, while making it easier for journalists to discover and cover the stories that mattered to their audiences. Our challenge was to bring it all together by creating a proactive, coordinated PR operation that would build awareness of the show, deliver meaningful value to exhibitors and provide an outstanding experience for attending media.

Press office support for Southampton International Boat Show

"I was really impressed by the energy and enthusiasm of the ADPR team. They came across incredibly well, worked hard, clearly worked well together and seemed to genuinely enjoy what they do. It’s not something I see in every business, and I thought it was worth saying."

Director of Marketing & Special Projects, British Marine.

The Solution

We developed a comprehensive PR and press office programme, combining targeted media relations, content creation, hands-on exhibitor engagement and extensive media support before, during and after the show.

Putting exhibitors in the spotlight

One of our biggest priorities was ensuring exhibitors could benefit from the wider publicity surrounding Southampton International Boat Show.

We proactively engaged with businesses across the show, encouraging news submissions through dedicated exhibitor communications and liaising directly with brands to uncover boat debuts, new marine equipment, technology, innovations and company announcements.

This was a substantial information-gathering and coordination exercise. We sourced and reviewed exhibitor news, followed up for additional details and imagery, identified the strongest editorial angles and transformed technical product information into accessible, media-ready content.

We created and maintained live, press-facing databases bringing together the latest exhibitor news. Regularly updated as new information emerged, these provided journalists with a central, easily accessible resource to identify stories, plan interviews and make the most of their time at the show.

Simultaneously, we sourced opportunities to pitch exhibitor news to relevant journalists, helping individual businesses gain even greater exposure through the show’s wider media programme.

Our coordinated approach also enabled us to produce comprehensive launch round-ups, including dedicated sailing and powerboat debut announcements and a showcase of new marine technology, equipment and gear.

Making life easier for the media

“Just want to compliment you on how well you’ve organised the press content – media diary, debuts etc. Nice job, well done.”

Zella Compton, Marine Industry News

With an event of this scale, a well-organised and responsive press office was essential. We worked hard to ensure the show was as accessible and productive as possible for journalists, creating clear, relevant editorial content and providing a central point of contact for news, interviews, photography and information.

We tailored our approach to different audiences, developing technical and product-led stories for specialist marine titles alongside engaging visitor experiences, personalities and news opportunities for regional and mainstream media.

Our planning also extended to the live event, with five days of on-site press office management, supporting media registration, journalist enquiries, exhibitor interviews and broadcast opportunities.

We also coordinated the opening photography opportunity, supported BBC and ITV filming with British Marine spokespeople, provided real-time coverage reporting and assisted with crisis communications planning and preparation.

The Results

Our integrated approach delivered 160 pieces of media coverage, achieving a combined potential reach of 138.4 million across print, digital, broadcast, newsletters, social media and influencer content.

The campaign successfully combined mainstream exposure with highly targeted specialist coverage. Features and reports appeared across BBC News, ITV News Meridian, ITVX and BBC Radio Solent, alongside extensive coverage across leading marine trade and consumer publications.

Importantly, 72% of all placements appeared in marine-focused media and creator channels, helping the show reach boating enthusiasts, prospective buyers and marine industry professionals.

Our proactive exhibitor programme also delivered measurable results, with 35 pieces of coverage dedicated to boat debuts, marine equipment launches and exhibitor news, providing participating businesses with valuable additional visibility.

A further 25 pieces of coverage showcased the expanded Wooden Boat Stage, highlighting the craftsmanship, expertise and unique experiences that make Southampton International Boat Show distinctive.

The campaign maintained momentum throughout the show cycle, with 21 pieces of coverage recorded on opening day alone, and further coverage continuing after the event closed and still coming!

Behind the headlines, our press office supported a substantial volume of media interest. 329 people registered through the press-pass application process, including marine journalists, national and regional media, broadcast teams, freelancers and content creators.