The agency has been briefed to promote the show's 35th anniversary event, taking place between 11 and 16 September.

Béatrice Germain, comms and partnerships director for the Boat Show's culture, luxury and leisure division, said: "LUCHFORD APM has been brought on board to help solidify the show in the international media marketplace. With such a landmark year for the show - celebrating 35 years - our commitment to international PR is paramount, and we look forward to working with LUCHFORD APM to bring awareness and drive interest in key markets."

Kelly Luchford, LUCHFORD founder, said: "We are delighted to be working with the show. As an agency, we have proven expertise in the luxury yacht world, and this campaign will play to our strengths and key industry contacts to maximise traction in the international marketplace."

The event is Europe's leading in-water boat show located on the Cannes Bay and its famous Croisette, on the French Riviera. Spread over the Vieux Port and the Port Pierre Canto, the show will feature around 500 boats on display, built by leading luxury shipyards.