Fascinating and varied activities on and by the water
An authentic, emotional and exciting lifestyle as well as a relaxed holiday atmosphere are communicated, with a presentation as a result of how fascinating and varied activities on and by the water are. In ‘Play Now’, the focus is on the fan-on-the-street, who loves his sport, rather than on professional athletes. The campaign motifs whet the appetite for water sports: the angler, who proudly presents his catch, canoeists before they plunge into a rocky river that drops steeply, kitesurfers racing across the sea, sailors in a stiff breeze, stand-up paddling (SUP) on a lonely river, couples on a luxurious superyacht, windsurfers flying through the air after they have jumped off the sea, divers with a whale shark in the depths of the ocean, wakeboarders skimming across a lake on a cable, a trip on a streamlined motorboat or the next wonderful holiday by the sea.
Experience live at boot
‘Play Now’ is as a result reflecting the feeling at boot Düsseldorf fair too. This is where visitors on gloomy days in January have an opportunity to dream about their holidays and actively try out sports that are only possible in summer otherwise. Wakeboarding, skimboarding, SUP, diving, canoeing, sailing, fishing and – a new addition at boot 2017 – even genuine surfing can be experienced live at boot in individual areas of the 17 halls at the trade fair that are devoted to different sports activities. A fun time can be had in the water, for example, while the visitor can at the same time inform himself and/or buy such new “water toys”.