Social media influencers bring new reach to NMMA boat shows

Boat and sportshows are embracing a new trend – social media influencers, also known as individuals with a large following on social channels and/or blogs that help influence decisions. According to a recent AdWeek article, 92 percent of consumers trust an influencer they follow more than traditional advertising. 

To date, NMMA Boat & Sportshows have partnered with more than 100+ influencers, reaching a potential 2MM+ people across show markets via Instagram, Facebook and other social platforms to garner awareness amongst new audiences and help draw more potential boaters to NMMA shows.

Here’s a sample of some successful events and influencer partnerships thus far in certain Show markets:


The Progressive Insurance Chicago Boat, RV & Sail Show™ hosted an event on opening night with 24 attendeesconsisting of influencers and media with a combined social reach of more than 100K. Influencers mixed and mingled with oyster shucking demos, food samples and drinks at the Sailor’s Lounge before touring the Show floor. Attendees included many millennial and lifestyle influencers, such as Devin Deangelis (13.6K followers), Jen Eats Chicago (15.5K followers), Chicago Food Events (15.3K followers), and Zhenya Hutson (19.3K followers).


The Progressive Insurance New York Boat Show® hosted 32 media and social media influencers, inviting them to an “Apres Ski at Sea” party on a boat provided by MarineMax docked at Chelsea Piers. Attendees enjoyed oysters, small bites and drinks with private tours of the boat and a boat show expert sharing key points about the upcoming Show. Each attendee received two tickets to the Show and were sent a ticket code to share with their readers/audience. Attendees included New York City influencers, such as  Zachary Weiss (15.2K followers), Sophie Bickley (18.9K+ followers), Caroline Calloway (831K+ followers) and Tug Rice (7K+ followers), plus editors from Vogue and GQ to name a few. The results included many social shares generating awareness around the New York Boat Show to a potential audience of more than 890K.

Secondly, The New York Boat Show targeted young millennial families, inviting mommy influencers on Thursday, January 24 for private tours of the main Show features. Seven parent bloggers and influencers attended including @Girlgonechildinnyc (14K), @maryNYCmom (8.2K), @strollerinthecity (154K), @Runchiquitarun (4.1K) and @gerberpartyofsix (2.5K). Each brought along and documented their kids exploring all the boat stops on the Touch-a-Boat Tour for kids and more, reaching a potential audience of 180K.  


The Progressive Insurance Miami International Boat Show, presented by West Marine utilized two separate events to work with influencers to raise awareness of the Show amongst the local Miami audience. The first event was held in late October in partnership with the South Beach Wine and Food Festival to kick off two of South Florida’s largest events launching ticket sales for 2019. The second event was Media Preview Day held on February 8  with Mayor Francis Suarez in attendance, plus attendees got a sneak peek at the latest food offerings at the Show and boating lessons with BoatUS Foundation. More than 40 media and social media influencers attended one or both events driving hundreds of mentions on social media and  reaching a potential audience of more than 200K+.

The next influencer event will be at the Progressive Insurance Northwest Sportshow (March 21 – 24).

If you are interested in learning more about NMMA’s influencer programs for Shows please contact Meghan Edwards at   

Leave a Reply

Your email address will not be published. Required fields are marked *