Three of the biggest European boat shows are on the horizon, coming in hot on the heels of each other: Cannes Yachting Festival (9–14 September), Southampton International Boat Show (13–22 September), and Monaco Yacht Show (24–27 September).
If you’re exhibiting at any (or indeed all!) of these, you’re probably already deep in logistics, crew lists and stand prep. But here’s the crucial question: While you’re showing off your products and services, who’s telling your story?
At ADPR, we’ve been helping marine brands turn boat-show appearances into major PR moments for over 30 years. Whether it’s a product reveal, media briefing or distributor engagement, we deliver strategic communications that generate leads, strengthen partnerships and land media coverage that matters.
Here’s a flavour of how you can maximise your presence at shows and some examples of how we have helped our clients:
1. Show-stopping product launches
Whether launching a new innovation or entering a new market, you want to make sure you are making the most of the customers and media that are attending the shows, driving footfall and getting eyeballs on your new product! A lot of other brands will be thinking the same, so you need to make sure your product story cuts through the noise – on the dock, in the press and online.
NautiBuoy Marine – International Launch: NautiBuoy Marine approached ADPR to help launch their luxury inflatable platforms to the global superyacht market. We developed a PR campaign that included launching at the Monaco Yacht Show, securing top-tier media interviews, and gaining attention from international distributors. The result? The brand went from zero to hero, achieving over 80 pieces of media coverage, winning multiple innovation awards, and generating early sales success – including securing partnerships with major yacht brands. Within six months, NautiBuoy was stocked by over 40 dealers in 22 countries, firmly establishing the business as a premium marine innovation success story.
2. Memorable press events
From breakfast briefings to dockside panels, you want to create moments that capture attention, generate media momentum and get people taking action. The key for events is to get in the media calendar early, before a competitor gets those precious time slots first!
Sunsail – Funding the Future: Our on-stand press event at Southampton International Boat Show marked the official launch of Sunsail’s new initiative. Featuring the first programme ambassadors and a compelling photo opportunity, the event drew key titles from the marine and travel press. We handled all logistics, created a full media pack, and conducted follow-up interviews that turned this launch into a high-impact story that reached well beyond the show. The campaign achieved an estimated reach of 6.5 million, with 61 entries submitted from grassroots sailing clubs across the country – a new record for Sunsail.
3. One-to-one press interviews & briefings
What about if you don’t have the budget or resources for a big event, or you don’t have a stand but want to meet key stakeholders and media at the show? With careful planning and a bit of time, there are plenty of opportunities to set briefings and make the connections you need.
Vesper Marine – Cortex Launch: Launching Vesper Marine’s innovative Cortex system in Europe, we planned and scheduled targeted journalist interviews at both Cannes and Southampton boat shows. With full briefing documents, demo coordination and follow-up built in, we helped secure over 50 pieces of coverage across global boating, safety and tech media – reaching an estimated 4+ million audience. The result? A breakthrough moment in a crowded electronics market.
4. Distributor engagement & communication
Your distributor and dealer network is a vital asset – especially during shows. You want to equip them with the right tools, communications and content to maximise performance, confidence and consistency across every touchpoint. Shows are a great opportunity to get them all together, celebrate successes and share best practise.
Shakespeare Marine – Global Dealer Engagement: Working across multiple time zones and languages, we created bespoke show toolkits – complete with product sheets, press release templates, and FAQs – so dealers were ready to represent Shakespeare Marine with confidence. We also hosted on-site briefings and supported show meetings, helping to ensure global brand consistency across more than 100 dealers. We also launched a global dealer communications strategy that included a sleek quarterly newsletter. Tailored to distributor needs and timed around product updates and events like SIBS and METSTRADE, the emails achieved a 46% open rate and drove a five-figure order within days – demonstrating how clear, targeted comms deliver commercial results.
If you’re exhibiting this summer, now’s the time to get your story out there – and early birds get the best results. Speak to our marine team today for a free, no-obligation consultation, and if you sign up by 30 June, you’ll enjoy 20% off fees.
We’ll help you:
- Define your show objectives
- Develop a bespoke PR plan – product launch, press events, interviews, distributor engagement
- Execute activity across prep, on-site support, and follow-up
We also offer a host of wider services tailored to marine brands, including brand positioning, content creation, crisis comms, sustainability storytelling, paid media planning and more. If you want expert support before, during and after the show season, we’re here to help.
Contact us at hello@adpr.co.uk and let’s make your boat-show presence impossible to ignore.