The National Marine Manufacturers Association (NMMA), the Chicago-based trade association that represents the recreational boating industry, turned to Thorp & Company to increase awareness and generate excitement for the Miami International Boat Show.

To distinguish the Miami show from other boating exhibitions, Thorp & Company packaged story ideas that positioned the February event as the national kick-off to the boating season and the barometer of industry sales for the remainder of the year.  Thorp & Company worked with the show’s exhibitors to identify story angles and help them reach prospective boat buyers via the media.  As a result, we secured positive news stories about the marine products featured at the show in national business media, including The Wall Street Journal, The New York Times, on CNN and on CNBC.

By focusing on new and unique boats and promoting the fun and excitement the boating lifestyle and the show offer, Thorp & Company successfully repositioned the Miami show as a not-to-be-missed global event. The firm’s staff expanded media coverage to include exciting network-news broadcasts and feature articles in boating and lifestyle magazines as well as in the outdoor, sports, business and lifestyle sections of U.S. daily newspapers.  Furthermore, a one-hour broadcast about the “World’s Greatest Boat Show” on The Travel Channel garnered record ratings for the cable channel.

Thorp & Company also developed a special section of The Miami Herald devoted solely to the boat show.  The 40-page pullout section, which includes advertising by show exhibitors and editorial copy written by Thorp & Company staff, has evolved since its inception and today features dozens of new boats and marine products.

After several years of effectively managing exhibitor and media relations on behalf of the Miami International Boat Show, Thorp & Company has helped the event exceed its initial goals and reach its current status as “one of the world’s largest consumer marine exhibitions.”