Strategy

MPR’s earned media strategy centered on identifying timely angles that resonated with local outlets. MPR developed targeted pitches, interview talking points, broadcast scripts, and a press release that clearly communicated the essence of what made the Boat Show a unique event.

MPR coordinated interview opportunities with key CBBS team members, ensuring preparation aligned with key messaging priorities. Talking points were streamlined to reinforce themes of family connection, memory-making, accessibility at different budget levels, and the broader value of time spent on the water. A key component of this strategy was the development and placement of an Op-Ed authored from the perspective of Jason Baumgartner. The piece focused on the deeper meaning behind the boating lifestyle, positioning the boat show as a gateway to something larger: unplugging from daily stressors, creating lifelong memories, and strengthening family bonds.

Additionally, MPR supported event promotion through clear, media-friendly materials outlining on-site visuals, hands-on attractions, seminar opportunities, and weekend programming, allowing for television crews, reporters, and digital outlets to capture content.

MPR also developed and executed a targeted influencer engagement strategy to increase awareness, reach new audiences and showcase the Chesapeake Bay Boat Show experience. MPR identified and managed partnerships with regional creators whose audiences aligned with key CBBS demographics, prioritizing strong engagement and credibility.

Influencers were provided guided access and key messaging points through the influencer toolkit to highlight the scale of the show, exhibitors, seminars, and family-friendly attractions, with emphasis on maintaining their authentic voice and personalized experience. Content was strategically posted in the lead-up to the show and during, focused on immersive storytelling, providing viewers with an inside look at the experience. A 10% discount code was offered to aid in tracking ticket sales.

The activation complemented earned media efforts, extending reach beyond traditional channels. The content produced increased awareness, following, and reinforced the Boat Show as a must-attend event and impactful gateway to the boating lifestyle.

Results

– 27 media hits secured between Dec. 2025 & Feb. 2026
 – 59,514,187 UMV (Unique Monthly Visitors) of online placements
– 226,174 total broadcast viewers
– 9 Influencer Partnerships with a combined audience of 593,722
– Over 196,204 views and more than 4,388 engagements
– Watch Time over 4 Days, 19 Hours
– 298 Tickets Sold through tracked influencer discount codes
– Minimum of $5,364 generated in ticket sales through influencer codes