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The Fort Lauderdale International Boat Show’s Brand Image Is Getting A Makeover

The Fort Lauderdale International Boat Show is one of the biggest—if not the biggest—boat shows in the world, but you wouldn’t know it from perusing its website.

The understated web page for the Fort Lauderdale boat show is currently part of one generic site for Show Management, an event production company that operates multiple boat shows throughout Florida.

Execs felt their leading boat show was missing out on the attention it deserves, so the company announced this week it has hired Starmark International to help rebrand the boat show for its 56th annual edition.

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“We really needed it to step up to the reputation the show really deserves,” said Brett Keating, vice president of consumer marketing at Show Management.

From a new brand image to a creative campaign and redesigned website, Keating wants the marketing effort to scream “largest boat show in the world."

Hiring Starmark to dream up the boat show’s new brand was a “natural fit,” Keating said. The firm is used to marketing Broward on a global scale.

Its clients have included the Greater Fort Lauderdale Convention & Visitors Bureau, Fort Lauderdale-Hollywood International Airport, Broward Center for the Performing Arts, and luxury resorts around South Florida.

“We are working with Show Management and the Marine Industries Association of South Florida to make this our Super Bowl every year in terms of economic impact,” Jacqui Hartnett, Starmark’s president, said in a press release.

Keating said the public can expect to see the first signs of the Fort Lauderdale International Boat Show’s new look in September.

“You'll start to see a lot of the new campaigns,” she said. “We just finished the logo, and I've seen the first renditions of the website.”

As for that website, the Fort Lauderdale International Boat Show will finally have its own.

“Each boat show has its own personality,” Keating said. “It's a lifestyle, it's an experience, and you want people to be able to see that through your website.”

Keating said she thinks the rebranding will bring a whole new positive energy to the November show.

“There's a lot of things to get excited about … a lot of things that will be new that I'm not ready to announce just yet,” she said.

Keating said these new ideas would cater to the different types of people that come to the boat show—from sport fishermen and cruisers to owners of mega yachts or runabouts.

"There are so many different types of boats and boaters at the show," she said. “We want to have something for all of them.”