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Branding, event promotion and management

Each year the Royal Yachting Association's Dinghy Show promotes all aspects of the sport to young and old, new and experienced sailors.

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The Royal Yachting Association

Branding, event promotion and management

The Brief

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 footfall year-on-year and all whilst maintaining the show as the 'must visit' event in the dinghy sailing calendar.

The Actions

Each year Alexandra Palace is taken over to bring together all that’s great about this constantly growing pastime. From products to lust over, to knowledge that’s imparted from some of the greatest sailors in the world, this is a show that's a Paradise for Dinghy Sailors. We worked with one of the countries 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.

What Happened

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 boat show lost attendance.

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