Helsinki Uiva, Finland's largest floating boat show, wanted to renew itself. The event had a stable number of visitors and an audience that gradually began to age over the years. The event's offerings and program content were repetitive. We wanted to update the profile of the Floating Boat Show. We wanted to bring new program content to the event that would appeal to the younger boating and water sports generation and broaden the offerings. We developed a new event concept in collaboration with the Finnish Marine Industries Federation, Finnboat ry, which showcases various aspects, products, and services of water-related activities alongside the traditional floating boat show. The ability to try out equipment and activities, as well as new services, updated the Uiva concept.
With the first implementation of the reform, the results were encouraging; the number of visitors increased by 7% despite varying weather conditions. At the same time, the age profile of the visitors was successfully rejuvenated. The cornerstones of the renovation were the revamped layout of the exhibition area, the reorganization of dining services with street food options and themed bars, special areas for fishing and water activities, demos, informational sessions, and equipment testing. The program was further spiced up by breathtaking water sports displays. Pulp was in charge of developing and implementing the event's program content, as well as creating marketing materials for the event's renewal via social and traditional media channels.
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