Brand Launch Assistance – Miami International Boat Show
An existing market leader, our client was introducing a new brand into a new segment, choosing the Miami International Boat Show as the venue for its soft launch. MÉR was brought in a mere 5 weeks prior to the show and asked to handle contract negotiations with show management, secure the space, establish a display plan consistent with the brand guidelines, and collaborate with the client’s brand agency to create a show presence and display.
Create an elegant, understated display to introduce the brand and debut two models in an intimate setting. The display had to allow room to host a press event introducing the brand—which was the capstone to a complex series of press releases distributed to the industry media. The Public Relations work was also coordinated with a consumer teaser campaign and accommodating elegantly-styled messaging kiosks within the display. The display–brought from concept to reality in a significantly condensed time frame–featured drink services, hostesses, and concierge services throughout the show. Coordinating the appropriate bartenders, hostesses, catering, and cocktails. Bringing this experience to life with all the right touch points rounded out what turned out to be a very effective brand launch.