The Fort Lauderdale International Boat Show (FLIBS) has hired an advertising agency to develop a new brand and creative campaign for the November show. Starmark International will also be responsible for redeveloping the show’s website.

“The 56th year is going to be the most amazing ever, and we wanted to go out with a new look and feel to reflect our vision,” Efrem “Skip” Zimbalist III, president of boat show organisers Show Management of Ft Lauderdale, said in a statement.

FLIBS said that its attendance is typically more than 100,000 visitors. Last year’s show had about 1,500 boats across seven venues, making it the largest in-water boat show in the world.

Starmark, which began operations in 1978, has 55 employees. It has specialised in marketing Broward tourism worldwide. Brett Keating, Show Management’s head of consumer marketing, said that Starmark has a “global perspective that the boat show wants to leverage.”

The company also works with Ft Lauderdale-Hollywood International Airport, Port Everglades and the Marine Industries Assocation of South Florida (MIASF).