Photo: B1 plakati archives
A place with a view
Advertisements in marinas are becoming more and more interesting. Information on local sights, good wine or a recommended restaurant, or on a product that a boater should try or a service they can use while on holiday is always welcome and valuable
The B1 Plakati company was started in 1998. At that time, high-quality and innovative communication channels were in short supply in the advertising market, and advertisers were looking for new ways to reach customers. Having a clear vision helped the company founders to recognise the needs of the advertising market and to find ways to use new communication channels in order to reach different target groups. The company has grown along with their ideas and today it boasts over 35,000 advertising spaces in Croatia, Bosnia and Herzegovina, Serbia, Macedonia and Montenegro.
How and when did you come up with the idea of advertising in marinas?
For twenty years we have been successful in advertising on beach facilities – changing cubicles, lifeguard towers and information boards. Apart from advertising, the facilities in question serve other functions, i.e. they are used, in that order, for changing clothes, for supervising the safety of swimmers and for offering pictorial information about the nearby sights, various services, social and cultural spaces. These facilities placed on Adriatic beaches serve both an informative and a functional purpose, using ads, at the same time, to communicate the message naturally and easily to tourists. Following the beach concept we have mentioned, which is very sought-after by advertisers, three years ago we came up with an idea to introduce a similar concept to marinas situated along the Adriatic coast, to provide advertising messages using billboards, branded box cabinets, LED surfaces in different formats (depending on the position – reception area or entrance), digital displays (in the reception area) and various promotional activities, such as handing out samples and leaflets, food and drink tasting, and promotions of various products and services.
What are the boaters’ reactions to ads in marinas?
Ads in marinas are becoming more and more useful and interesting to boaters, and, consequently, the reactions both from boaters and from advertisers are positive. Ads containing information on local sights, good wine or a good restaurant, or on a product that a boater should try or a service they can use while on holiday is always welcome and valuable.