Renfro Productions:
Ford Cincinnati Boat, Sport & Travel Show
Connecting a brand with a new generation.
Results Summary
Through a combination of PR strategies, we were able to deliver a payoff more than 22x times this client’s investment, with earned media raking in 4.6M+ impressions.
The Challenge
The Ford Boat, Sport & Travel Show had a strong 60+ year history, but new management was preparing to debut a new format for the weeklong consumer event—and looking to attract a wider range of qualified boat buyers and outdoor enthusiasts.
The Approach
Our PR strategy created excitement for the show’s new format by introducing newsworthy opportunities to regional journalists, news outlets and key influencers within a 75-mile radius of Cincinnati. Our plan emphasized:
- Communicating clearly—and repeatedly—through paid and earned media that the Ford Cincinnati Boat, Sport & Travel Show was under new management.
- Ensuring publicity accurately shapes consumer expectations—because, while the new incarnation would be bigger and better, the format of the Cincinnati show would differ from recent years, with greater focus on water sports and destinations.
- Promoting special offers tailored to qualified buyers; like advance ticket sales, a special family day, a beginning fishing package for children and discounted admission for hunting/fishing license carriers.
- Remaining in regular contact with media and influencers in the week before and after the show, sharing guests’ social media posts with assignment managers and offering “found” opportunities to individual reporters. We also adopted an “always-open” policy for television news, providing opportunities for news crews to cover the show at their convenience regardless of breaking news commitments.
The St. Gregory PR team, including agency leadership, were also on-site for promotions and media opportunities during the event, providing our clients and their exhibitor-partners with messaging briefs and recommendations on ways to attract qualified buyers, all to ensure our client got the greatest value possible from each opportunity.
The Results
The Ford Cincinnati Boat, Sport and Travel Show’s PR investment delivered more than 22x times over, with earned media raking in 4.6M+ impressions. We proved this legacy event has staying power—and growing power—in the years to come.
