GOAL: To debut a line of new trailer and towing products, Fulton’s F2 series, which would be coming out over the course of several years. Fulton’s plans were to launch these new products at the industry’s most important trade show, the National Marine Manufacturers Association’s Marine Aftermarket Accessories Trade Show. The plan was to have one major launch per year, achieving the biggest splash possible each time.

EXECUTION: Starting in 2007 and continuing with 2008, Creative Communication & Design designed the look and feel of each new product’s marketing. We also put together a promotional package of introductory materials designed to influence the show’s organizers and event judges. These included video distributed via a promotional flash drive, retail packaging, posters, and prestige-piece brochures. In addition to generating general buzz, all of these efforts were designed to earn the trade show’s annual Innovation Award that recognizes products that demonstrate innovative distinction from other products currently manufactured.

RESULTS: For two years (and counting), Fulton’s F2 line has claimed the Innovation Award – ensuring the successful launch we were working so hard together to achieve.