by Rob Kothe
An industry first for Sailing in Australia as the Boating Industry Association (BIA) (NSW) is preparing to run the first ever television commercial for the Sydney Sailing Show, part of a strong media campaign for this event. The BIA (NSW) is asking the Sailing industry to put applications for Exhibitor Space in now, to enable the organisers to deliver a targeted message.
The first BIA (NSW) Sailing Show
The organisers of the prestigious Sydney International Boat Show, the largest recreational boating exhibition in the Southern Hemisphere, will host the 'sail only' show on November 11 and 12, 2006. The venue will be the Cockle Bay Marina and nearby Sydney Convention Centre Banquet Hall area utilised to present the best of Australian and imported sail oriented products.
As Domenic Genua the Marketing and Events Manager explained, ‘The marketing for the Sydney Sailing Show is quite extensive. We have made a commitment to this show and we have decided that we are not going to do it halfheartedly.
‘We are going to use a television campaign and complement it with radio. We have booked magazines, we are going to have a newspaper campaign and an online campaign.
‘The TV commercial has already been made. I’ve seen the vision and we are about to lay the voice-over. This will be a first - this is something that we are going to do that means that the Boating Industry Association has made a commitment to not only running a sailing show but running it in a professional, positive manner using good communication skills.
‘We need to make sure that end consumers, who are a good target audience, will clearly understand that the Sydney Sailing Show is on.
‘For the Sydney Sailing Show we need to be able to tell consumers who view our advertising programs what they will be seeing at the show.
‘It is difficult for us to deliver a promotional message to visitors if we are guessing who is going to be exhibiting. If we know who will be there we can have a much more positive and strong message.
‘We have received a lot of Exhibitor applications, so we are working with a 60% package and we need to have, as soon as possible, the full Exhibitor list.
‘We need to ensure our first ever Sydney Sailing Show is not a halfhearted attempt. A strong attempt will make this event really worth it and will be to the industry’s benefit.
‘This show is not a profit making exercise, it is a major Sailing Industry promotion and we do need the industry to finalise their commitment.’
‘As you are aware, this year is the 10th anniversary of our Try-Sailing Day which occurs the weekend after the show. 3,000 or more kids and older kids try sailing for the first time and we are going to use this event for further sailing promotion.
‘We will deliver a message at the Try-Sailing venues, on the 5th of November, but that on the following weekend they will have a second opportunity to go and look at sailing and understand it a bit further. It is a great way to get a highly qualified audience into one location.’
John Davis, Chairman of the Associations Sailing Division said, 'the show will have new and interesting technology and products for the sailing enthusiasts, whilst still ensuring that sailing novices and first time sailors have the opportunity to learn about the sport.’
The show will open from 10 AM to 7 PM on both days. Cost to enter will be $10 for adults, $8 for seniors and aged pensioners and $5 for children (6 to 17 years of age). A family pass will be available for $25 that will allow entry to two adults and up to three children.
For further details on both the Sydney Sailing Show and the Try Sailing Day, visit the association web page at www.bia.org.au or listen to the recorded information line on 1300 7 BOATS (1300 7 26287).
Exhibitor applications are available now.