The Singapore Yacht Show is extensively promoted through a variety of marketing channels, using a comprehensive range of media. From advertising in yachting publications and international newspapers to press coverage in leading luxury lifestyle titles – both print and online, as well as national and international television and radio interviews, along with direct mails, e-newsletters and the promotion of the Show’s news via social media outlets, are all key in delivering the event’s message to target UHNWI and HNWI visitors.
The Lion City also becomes awash with a high impact outdoor advertising campaign, ensuring that the Show’s brand is visible in strategic locations including the Orchard Road shopping belt and Changi Airport. This is supplemented by the appointment an international PR agency to develop and execute a highly targeted PR campaign on a regional and international level. This ensures coverage of the Show in further key publications reaching yachting industry exhibitors and professionals, as well as wealthy individuals, boating enthusiasts and lifestyle seekers from all over Asia.
Public Relations Success
Media interest generated an SGD $40 million worth of PR in 2016.