A seaside stunt to drive footfall to
SOUTHAMPTON INTERNATIONAL BOAT SHOW
WHAT WE WERE ASKED TO DO
WHAT WE WERE ASKED TO DO
British Marine asked us to drive excitement and consideration for Southampton International Boat Show across its 10-day run. The hook we identified was a very British truth: nothing ruins a sunny day on the coast faster than a seagull making off with your chips.
British Marine asked us to drive excitement and consideration for Southampton International Boat Show across its 10-day run. The hook we identified was a very British truth: nothing ruins a sunny day on the coast faster than a seagull making off with your chips.
HOW WE DID IT
HOW WE DID IT
We hired Rufus the Hawk — already well known for keeping pigeons off Wimbledon’s tennis courts — and installed him on-site as the show’s Head of Seagull Security, a live, working presence patrolling the event across the full 10 days to keep seagulls away from visitors’ food.
We backed the stunt with data showing Brits are fed up with having food stolen at the coast, naming Southampton among the most likely places to have your chips nicked and packaged the whole story up with imagery from the show for press.
We hired Rufus the Hawk — already well known for keeping pigeons off Wimbledon’s tennis courts — and installed him on-site as the show’s Head of Seagull Security, a live, working presence patrolling the event across the full 10 days to keep seagulls away from visitors’ food.
We backed the stunt with data showing Brits are fed up with having food stolen at the coast, naming Southampton among the most likely places to have your chips nicked and packaged the whole story up with imagery from the show for press.
thE NOISE WE MADE
thE NOISE WE MADE
Rufus acted as a pull for the opening weekend of the show, with him stationed on the marina as the perfect backdrop for visitors to take photos. We landed blanket national coverage in the likes of the Sunday Times, Telegraph, BBC News, The i, The Sun, Daily Star, and MailOnline.
Rufus acted as a pull for the opening weekend of the show, with him stationed on the marina as the perfect backdrop for visitors to take photos. We landed blanket national coverage in the likes of the Sunday Times, Telegraph, BBC News, The i, The Sun, Daily Star, and MailOnline.
28
Coverage hits for this activation alone
28
Coverage hits for this activation alone
77
Average domain authority
77
Average domain authority
65%
Of coverage included branded image
65%
Of coverage included branded image
89%
Of coverage included key messaging
89%
Of coverage included key messaging
let's get
LOUD TOGETHER
Unit 2, Benwell Studios,
11-13 Benwell Road, London, N7 7BL
© 2026
let's get
LOUD TOGETHER
Unit 2, Benwell Studios,
11-13 Benwell Road, London, N7 7BL
© 2026
let's get
LOUD TOGETHER
Unit 2, Benwell Studios,
11-13 Benwell Road, London, N7 7BL
© 2026