Launching a brand makeover at a boat show
To use the Southampton International Boat Show to launch a new brand.
What we did:
Use of a double-decker stand made MS Amlin stand out from the crowd, but we developed a theme of ‘The same team – just a new name” to introduce the re-branding of a long established insurer by making use of imagery that was already familiar to existing policyholders and other visitors to the show. The stand displayed a timeline graphic charting the 30-year history to illustrate the migration to the new brand. A series of newsworthy events was planned at the show to generate media coverage and also provide video content for MS Amlin’s YouTube channel.
What we achieved:
Prominent visibility of the new brand at the UK’s premier boat show to an audience of over 100,000 boat interested visitors. The show was a springboard to co-ordinate with other activity introducing MS Amlin as the new force in boat insurance.