Fort Lauderdale International Boat Show Map 2012

Illustration & design by John Potter - Escape Key Graphics
Client: Burgess Yachts

This custom illustrated map was commissioned by Burgess Yachts for their participation in the 2012 Fort Lauderdale International Boat Show. The project demonstrates the effective use of tailored cartography as a focused marketing and client communication tool for a premier exhibitor.

The map is based on the same foundational axonometric vector data I developed for the official show management map that year. All work for third party clients is conducted with full transparency and prior authorization from show management to ensure compliance and avoid any conflict of interest, a standard practice I maintain for all such projects.

Design Approach: Clarity and Direct Communication

Created for use in client flyers and onsite signage, this map takes a deliberately clean and direct approach. It foregoes a complex symbolic key or icon system. Instead, all relevant information is integrated directly onto the illustration itself. A simple legend clarifies a few necessary abbreviations, while arrows and clear labels point precisely to each point of interest. This method provides immediate context without requiring the viewer to cross reference a separate guide.

The map highlights Burgess Yachts' primary exhibition booth and clearly indicates the specific locations of their vessels on display within the marina. An inset provides a broader geographical context, showing how this section of the show relates to the overall layout, aiding client orientation.

The Strategic Value of an Informative Preview

This map serves as a prime example of using an illustrated map for strategic pre event marketing. At a time when promotional materials often rely on aspirational stock photography, Burgess Yachts chose to provide their clients with concrete, valuable information presented in an appealing visual format. This approach moves beyond generic flair to offer tangible utility, allowing potential clients to understand exactly where to find the Burgess team and their showcased yachts. It built anticipation through clarity and set a tone of professional preparedness and hospitality before the show gates even opened.

This project underscores how a well crafted, derivative map can extend a brand's presence, enhance client communication, and add substantial practical value to an exhibitor's marketing toolkit.

For other examples of custom cartography for events and exhibitors, please visit my Map Portfolio.