The Helsinki Boat Show wanted to renew itself. The established visitor base was aging, the trend in visitor numbers was declining, and the offerings and program content were monotonous. It was intended to revitalize and raise the profile of the boat exhibition.
We developed an entirely new event concept that showcases water sports, products, and services as an experiential event alongside the traditional boat show. New offerings, the opportunity to try out equipment and activities in a massive pool, and the high-quality entertainment lineup refreshed the boat show concept perfectly. Uusi Aalto has grown over the years to become Northern Europe's premier indoor water sports event. Pulp is responsible for the planning and production of the event and assists Messukeskus with the event's marketing.
Visitor numbers shifted from a decline to an increase (2013-2016 +7000 visitors). Over the last three years, the average age of boat show visitors has dropped by six years (from 48 to 42). A new generation of boaters was mobilized, and new target groups related to water activities were reached. Satisfaction with the content of the boat show has grown, and interest in following the boat show programs has increased. Interest in the specialized water recreation event Waterexpo has grown steadily. Every year, more visitors state that Waterexpo is their primary motivation for visiting the exhibition, and the boat show's popularity has generally grown, as also seen in the increase of followers on the boat show's social media pages.
In 2017, recreational fishing was brought in even more strongly. The change was well appreciated by both exhibitors and audience members. Today, the boat show's fishing area is without a doubt the premier indoor event in its industry, as well as the fastest-growing segment of the exhibition.
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