As Informa Markets’ PR agency of record for their five U.S. boat shows, our team played an integral role in the Fort Lauderdale International Boat Show’s 60th anniversary and launch of its Superyacht Village in 2019. Bringing in more than 600 media members from around the world, and earning over 1.3 billion in media impressions, we were successfully able to introduce the marine industry to a new demographic by strategically partnering with lifestyle influencers and brands. On the heels of the global COVID-19 pandemic hitting the U.S., our team was also responsible for combating negative press about the 2020 Fort Lauderdale International Boat Show still potentially moving forward -- all at a time when events in South Florida were being cancelled. This resulted in the creation of multiple crisis media statements and a crisis PR plan prepared for every possible show outcome and any- thing that could potentially go wrong. With the pent-up demand to get back to life on the water, and boat sales at a record high due to the pandemic, the show went on safely and successfully through our team’s expert navigation and oversight. It was met with an over- whelmingly positive response from local, national, and international media, resulting in a 33% increase in media expressions from the previous year.