Schaefer Yachts came to James Ross to launch their yachts in America at the Miami Boat Show. Our extensive experience in the marine industry made for a match made in heaven. We focused on Schaefer’s innovative styling and performance, positioning them as leaders, not followers. This led to our first pre-show ad with the headline: “Some follow styles. Others dictate them.” We followed this up with more bold ads, as well as, Facebook video ads, highlighting the excitement, performance, and beauty of each vessel. Emails and hotel room drops invited attendees of the show to stop by the booth or make appointments for tours. Attendance at the show was above expectations and our pre-show initiative generated many leads.