Matrix MKTG was tasked with talent acquisition, décor development, and activation coordination for Discover Boating’s “Lake Life Feature” at the 2023 Atlanta Boat Show. Our goal was to create an engaging and fun destination for not only loyal attendees of the Atlanta Boat Show, but entice an emerging consumer segment, affluent African Americans to consider boat ownership.
Approach
After reviewing the proposed Lake Life footprint, Matrix MKTG presented an elevated creative direction, revamping the “Lake Life Space” in the Atlanta Convention Center. The new direction sought to provide a modern and sleek experience for boat show attendees as they entered the space. It also created a focal point for the #Boat Appetit exhibitions that featured food and drinks demonstrations, boats and personal watercraft displays.
Additionally, Matrix MKTG secured key talent including a host, DJ, celebrity chefs, mixologist, and NFL player/restaurateur to execute the Boat Appetit concept providing consumers a sneak peek into culinary inspiration for their own Lake Life experience.
Results
Over the two-day activation, more than 300 people visited the Lake Life activation and enjoyed craft cocktails and small bites prepared by the mixologist and chefs via live demos. In between demonstrations, the DJ kept the crowd engaged by playing Top 40 hits.
During each demonstration, host Kaye Singleton asked probing questions and helped attendees understand how to best replicate the samples for themselves. Overall, the experience engaged a captive and untapped audience and resulted in at least one direct boat sale.
