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New brand image, website coming to Fort Lauderdale Boat Show

The communications firm that dreamed up bikinis in ice cubes and a Beachmobile filled with models to promote Broward tourism has been hired to develop a new brand image for the Fort Lauderdale International Boat Show.

lRelated Success: Fort Lauderdale Boat Show brings sales, contacts, tourists
TourismSuccess: Fort Lauderdale Boat Show brings sales, contacts, touristsSee all related

Organizers of the world’s largest in-water boat show said Monday they contracted Starmark International of Fort Lauderdale for a new brand, creative campaign and website for this year’s massive show.

Biggest and smallest boats at the Fort Lauderdale International Boat Show

“The 56th year is going to be the most amazing ever, and we wanted to go out with a new look and feel to reflect our vision,” Efrem “Skip” Zimbalist III, president of boat show organizers Show Management of Fort Lauderdale, said in a news release.

Starmark’s experience in marketing Broward tourism worldwide gives them a “global perspective that the Boat Show wants to leverage,” said Brett Keating, Show Management’s chief for consumer marketing.

Besides Broward’s travel bureau, Starmark also works with Fort Lauderdale-Hollywood International Airport, Port Everglades and the Marine Industries Assocation of South Florida.

Part of its new boat show campaign will highlight greater Fort Lauderdale “as the global marine hub that it is,” Starmark CEO Peggy Nordeen said in an email.

The new website also will make it easy for visitors to customize their version of the boat show, she said, “by finding the brands, exhibitors and experiences that they want to have when they attend the show.”

This year’s boat show will be Nov. 5-9 and, for the second year in a row, will feature a luncheon to promote the Broward area for business beyond boat sales. That luncheon will include leaders from Broward’s economic development alliance, tourism bureau and marine industries association.

The Fort Lauderdale show attracts more than 100,000 visitors yearly, including top entrepreneurs and executives who come from New York, Europe, South America and other sites worldwide. The 2014 edition offered about 1,500 boats in seven venues, with more in water than any boat show in the world.

Starmark launched in 1978 and employs 55 people in offices in Fort Lauderdale, Orlando and Puerto Rico. It has won acclaim for campaigns that placed bathing suits in giant ice- ubes and a Beachmobile full of models in New York and other cities to promote sunny weather in greater Fort Lauderdale in winter.

dhemlock@sunsentinel.com, 305-810-5009, @dhemlock on Twitter

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