Lead Forensics

May 2014

MindWorks and paradise for dinghy sailors

The Royal Yachting Association wanted to communicate everything about the sport of Dinghy Sailing from the big to the small, from leisure sailing to racing. And importantly to increase Dinghy Show footfall year-on-year and all while maintaining the show as the 'must visit' event in the dinghy sailing calendar. We worked with one of the country's leading aerial photographers and created an island paradise based on the silhouette of Alexandra Park, the green patch of London where the Dinghy Show has been held for over 10 years. The results of the show couldn't have been better with a 7% increase on footfall year-on-year, with no discounts and in a market where nearly every other boating show lost attendance.