A massive multi-platform marketing campaign reaching out to millions of Australians and inviting them to the Gold Coast from 21-24 May 2015 starts to reach even greater heights over the coming week.
Extending across television, radio, newspaper, magazine, direct marketing, digital and outdoor media, ‘Australia’s new paradigm of boat show’ highlights the fact that the 2015 Gold Coast International Marine Expo is a massive showcase of all things aquatic – everything from large luxury motor yachts to jet skis, kayaks to fishing equipment … and everything else in between.
“We want as many qualified boating enthusiasts as possible to know that there is a very compelling reason to visit the Gold Coast in May,” said Event & Marketing Manager Emma Milne. “And that is certainly the case when you consider the Expo dates are this year aligned with Riviera’s Festival of Boating and the award-winning Blues on Broadbeach music festival.”
Just three weeks out from the Expo, the campaign’s television exposure begins today with commercials aired on Channel Nine, reaching over 175,000 people. This is strengthened by a Today Show breakfast program promotion reaching over 495,000 people, which runs nationally for three weeks offering a chance for a lucky viewer to win an ultimate Expo X-perience.
Expo’s reach across digital platforms will extend to almost 2 million people nationally, while the print media campaign is growing past 1.26 million distribution and direct marketing to high-income households along the east coast surpasses 144,449 homes.
“We already have distributed thousands of flyers and posters to all the major marinas, to all our exhibitors and all our event partners,” said Ms Milne. “When complete the total 2015 Expo marketing exposure will be unprecedented for our event, and we thank all our valued media partners for their ongoing support.”
Ms Milne said this is just the beginning of Expo’s high-profile marketing campaign immediately prior to the event … adding to the increased level of interest in the news media in how our not-for-profit Expo is reinventing the concept of a traditional boat show.
“Over the next few weeks we will turn up the marketing reach further,” she said. “We have an exciting Expo in store this year and we want to ensure that boaties right across Australia are just as excited as we are about coming to the Gold Coast in May.”
Expo has also turned up the fun factor again this week, announcing high-flying world champion high-diver Steve Black will be back with a brand-new “pirate spectacular” extreme stunt show. Presented by the family-friendly McDonald’s South East Queensland restaurants, the EX-HD high-diving spectacular sees Surfers Paradise local Steve and his team dive through the air from heights of up to 25m into a pool just 3 metres deep … and survive.
In appreciation of the ongoing partnership with McDonald’s, Expo has this year named Ronald McDonald House Charities Australia as its fourth official beneficiary charity, joining Rotary Club of Coomera River, Sailability Gold Coast and the Westpac Surf Lifesaver Rescue Helicopter.
“Presenting the Extreme High Diving Show at the Expo is a good fit for McDonald’s, which has a firm focus on active lifestyles and family togetherness, and a natural fit for the not-for-profit Expo, which has raising funds for worthy organisations written into our charter,” said Ms Milne.
“Many people know and appreciate the assistance Ronald McDonald House Charities provides in times of dire need but it’s important to note that McDonald’s funds all the charity’s administration costs, so that every single cent raised goes directly to families in need.
“It’s very reassuring the funds raised at Expo will help support their ongoing work in the areas of crisis accommodation, learning programs, and special retreats for sick children and their families.”
In other news this week, the new 2015 Expo event site at The Boat Works has confirmed it will give Expo visitors a unique insight into the day-to-day operations of a working recreational boat yard … and their exciting plans for the future.
“The addition of The Boat Works as an event site this year takes the Expo to a whole new level in terms of our unique value offering for visitors,” said Ms Milne.
“Where else in the world can you experience a massive showcase of every marine display you could possibly imagine … right in the heart of the biggest recreational shipyards, luxury motor yacht and aluminium boat building facilities in the country?”
Love Boating? You’ll love the Gold Coast in May!