At Durée & Company, we understand the evolving dynamics of the marine industry. Based in Fort Lauderdale, the yachting capital of the world, our team specializes in helping marine businesses make a splash in competitive markets. The marine industry, a cornerstone of Florida’s economy, is steeped in tradition yet constantly evolving. Iconic events such as the Fort Lauderdale International Boat Show, the Discover Boating Miami International Boat Show, and the Palm Beach International Boat Show showcase both the legacy and innovation of the industry.
Many marine businesses, often second- or third-generation companies, have thrived for decades without public relations. However, in today’s competitive landscape, simply maintaining market share is not enough—brands need to grow. Public relations is the strategic tool that helps marine companies expand their reach, modernize their messaging, and stay ahead of the curve.
The Evolving Landscape of the Marine Industry
Traditionally, many marine businesses relied on long-standing reputations and word-of-mouth referrals. But with new players entering the market, evolving customer preferences, and a growing emphasis on sustainability and innovation, the industry is more competitive than ever. Companies that once relied solely on relationships now find themselves needing to communicate their value to a broader audience. PR is essential in bridging that gap, ensuring that established businesses can preserve their legacy while growing market share.
Building Visibility in an Expanding Market
For marine businesses, visibility is a critical factor in growth. Florida’s premier boat shows attract thousands of potential customers and media representatives, creating a unique platform to elevate a brand. Strategic PR campaigns secure coverage in top-tier publications, connect brands with key influencers, and amplify their presence at major industry events. According to a report by Determ, 70% of PR professionals consider social media campaigns the most effective PR tactic, highlighting the importance of a robust PR strategy in enhancing brand visibility.
Connecting With a Modern Audience
While legacy customers remain a key demographic, today’s marine market also includes younger, tech-savvy buyers looking for innovation and sustainable practices. PR helps businesses craft messaging that resonates with these emerging audiences, showcasing advancements like eco-friendly designs, cutting-edge technology, and customizable solutions. According to Nielsen’s Global Trust in Advertising report, 92% of consumers trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertising, emphasizing the value of PR in building consumer trust.
Establishing Credibility in a Competitive Market
Trust is crucial in the marine industry, where customers often make significant investments. Public relations plays a pivotal role in positioning brands as industry leaders, showcasing innovations, expertise, and commitments to quality. By highlighting key stories—whether it’s sustainability initiatives or exceptional craftsmanship—PR builds lasting credibility and cultivates loyalty among buyers and stakeholders.
Leveraging Key Events in Florida’s Marine Calendar
Florida’s premier boat shows provide an ideal backdrop for PR campaigns that drive results. The Fort Lauderdale International Boat Show is renowned as the largest in-water boat show in the world, while the Miami International Boat Show and the Palm Beach International Boat Show each draw unique audiences of media and buyers. These events offer PR opportunities such as exclusive product launches, on-site media interviews, and collaborations with key influencers. For instance, the 2024 Miami Boat Show generated over $1.34 billion in economic impact, highlighting the immense potential for brands that leverage these platforms effectively. An economic impact study of the 62nd Annual Fort Lauderdale International Boat Show revealed it contributed a statewide economic benefit of $1.79 billion, with direct sales of more than $899 million—over $179.8 million per day!
Steering Marine Brands Toward Success
The marine industry is an evolving and competitive space, and public relations is essential to staying ahead. By enhancing visibility, connecting with the right audiences, and building credibility, PR helps marine businesses chart a course for growth and success. Whether preparing for Florida’s iconic boat shows or looking to establish a year-round presence, investing in a strong PR strategy is key.
Durée & Company specializes in creating impactful campaigns tailored to the unique needs of the marine industry. Brands can benefit from customized strategies that ensure lasting impressions and measurable results in an ever-evolving market. Contact us today!
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders, and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI) and The Cannabis Marketing Association, and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR
