Congress and shows

Genoa International Boat Show

The Genoa International Boat Show is the most important boat show in Italy and, together with the ones in Cannes and Monaco, represent one of the must-be events in Europe for shipyards, brokers, boating enthusiast and yachting Companies.


The Case

In 2014, in a market greatly reduced and still in transformation, the Company I Saloni Nautici was founded; initially thought as a joint venture between UCINA and Fiera di Genova, due to several problems it later featured Ucina as sole shareholder. I Saloni Nautici main focus was the Genoa Boat Show organization; the request was for an agency that could serve as press office for the event. Four were the main requirements that such agency had to meet: technical expertise, good relationship with foreign media, ensure a constant visibility  on national and local media, ability to handle over 1,000 journalists during the exhibition.


The Cannes Boat Shows was increasingly earning  great importance as showcase for yachts from 18 to 30 meters, a field in which the Genoa Boat Show was traditionally very strong. The two exhibitions had the same target, were geographically close and were held in the same period.  The Genoa Boat Show was undergoing a rebranding process and needed – in a very short time –  to reposition itself on the international market, particularly  in the yachting and lifestyle fields, while mantaining its leadership in Italy.


In close collaboration with Studio Effeerre we created a  highly specialized, dynamic team, able to provide quick and complete solutions according to the client’s requests.

An intense communications campaign was developed, with weekly press releases, so to keep a high visibility, two press conferences were organized to present all the news as well as the side event organized by UCINA (such as  foreign operators incoming or the several agreements with new exclusive partners). To maximize the message diffusion we worked in close connection with the social media agency, at the same time we organized several interviews with I Saloni Nautici top managers and executives on the main Italian media. Local media also were involved,  in relation to the geographical origin of the exhibitors.

As for the foreign press we organized an incoming of over a hundred foreign journalists from all around the world, and we made sure that the whole Exhibition had a good coverage on international press, also taking care of the journalists’ onsite reception and management.



Our clients

Gulf Craft

Founded in the United Arab Emirates in 1982, Gulf Craft is an award-winning manufacturer of luxury yachts and fiberglass boats, and one of the world’s top 10 superyacht builders.

Gulf Craft has built a distinguished reputation as a manufacturer of world-class craft, with an unrivaled range of yachts and boats, starting from 27 feet and reaching 155 feet in length, displaying a continuously expanding fleet of fishing and family boats, sport yachts and cruisers, and semi-customized luxury superyachts.

… for further details on Gulf Craft models, technical data and high res images visit our press room


Gulf Craft Majesty 135, MYS 2015 (37)

Our collaboration with Gulf Craft

The Shipyard request is for an important press office support and representation during the most important European luxury boat shows, such as the Monaco Boat Show or the Cannes Yachting Festival , unique opportunities for the Gulf Craft to present their luxury models to the European market.

A strategic communication plan is then delined, defining key messages and targets,  and a media relations plan is implemented so to  to fully exploit every opportunity to introduce the new models to an audience as wide as possible, ensuring a massive presence on the dedicated press. Press conference and exclusive events are organized, as well as sea trials, interviews and visits on board.