BC Boat Show


As the Agency of Record (AOR), Holy Cow conceptualizes, designs and manages each and every piece of the brand for the BC Boat Show, a four day event that takes place annually on Vancouver Island.

When the BC Yacht Brokers Association awarded Holy Cow the account in 2014 they had a great annual event that needed a little help to reach its full potential. To ensure the Victoria Inner Harbour Boat Show regained its position as an industry leader, we initiated a complete brand refresh, including a new logo and brand guidelines. We also developed a media plan to bring prestige, recognition and most importantly visitors, to the signature provincial event. We were pleased to see the 2015 show enjoy an unprecedented 24% increase in attendees compared with the year prior.

Before & After

In 2018 the show continued its growth (and made an even bigger splash) with a new name — The BC Boat Show — and a new venue.

Since then the show has grown to become the largest in-the-water boat show on the West Coast. In 2018 the show continued its growth (and made an even bigger splash) with a new name — The BC Boat Show — and a new venue. Inspired by the beauty of vintage travel silk screen posters, Holy Cow collaborated with the client to create a new suite of custom visual assets to introduce the brand to its new market. The creative roll-out and launch was supported by a brand transition plan, developed and executed by the agency. The 2018 BC Boat Show ended up being its best attended yet, and plans are in the works to leverage the exponential growth they’ve experienced. Holy Cow is proud to continue to manage all aspects of the BC Boat Show brand, working to introduce fresh ideas annually to inspire the collateral, paid media campaign and digital strategy.

Sponsors and partners are important to the not-for-profit BC Yacht Brokers Association and we have worked closely with the client to design an annual sponsorship document to reflect the current brand narrative. The design includes sourcing stock and custom photography, integrating art design, and copywriting and proofing. In addition to providing document-specific print recommendations, our job is also to ensure the piece is visually appealing and easy to navigate online.

  • The team at Holy Cow always under promises, over delivers and is a pleasure to work with. Their creative input and media savvy has resulted in a manyfold increase in annual attendance and sales at the BC Boat Show making it the dominant brand in the marketplace. I recommend them unreservedly.
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