CHICAGO, IL – Attendance at the NMMA's 2006 consumer boat shows was up a total of seven percent over the previous year’s figures. The combination of several factors contributed to the rise in attendance across the 23 boat shows, including the creation of unique boat show advertisements, increased interactive marketing efforts and strong support from public relations activities.

Marketing initiatives that helped boost attendance range from Internet marketing and grassroots activities, to new advertising and strong public relations efforts.

New, award-winning boat show advertising was a hit and contributed to the attendance increase, notes Wold. Every market in which NMMA’s “Captain” ad ran, boat show attendance increased by double digits. NMMA received both a 2006 Silver Hugo Award and a 2006 Silver Telly Award—the highest honor of its kind—for the commercial. In addition, public relations generated overwhelming media coverage, reaching an all-time high of more than 600 million impressions nationwide. Stories designed to generate excitement and interest ran in the weeks preceding each NMMA boat show. Nearly every television station, newspaper, magazine and website within each boat show market covered that market’s show.

Moving forward in 2007, Wold says these boat show marketing initiatives will not only increase, but be improved upon. “One plan is to send every hot prospect generated through DiscoverBoating.com two free tickets to the upcoming boat show in their area. That’s somewhere between 10,000 and 12,000 people who will receive tickets,” he says.

NMMA is also developing all new boat show creative advertising for the 2007 show season.

For more information, contact NMMA trade communications manager Lindsey Savin Johnson at (312) 946-6204.