An unfamiliar format
People can't picture a floating billboard until they see one. Text alone doesn't sell it.
Outdoor advertising · Boat billboards · Miami Beach
A billboard that floats.
AdVoyage puts brands on boats that cruise along Miami Beach, in front of millions of people lying on the sand with nothing else to look at. We replaced a free starter site with a landing page that sells the idea in one scroll: designed in Figma, then built in Framer with a looping hero of the boat on the water.
- Client
- AdVoyage
- Scope
- Landing page design, Framer build
- Platform
- Figma + Framer
- Live site
- View the Framer build ↗
The challenge
A new kind of ad needs to be seen to be believed.
Most marketing managers have never bought a boat billboard. They know highway billboards, social ads and influencers. AdVoyage had to explain a new format, prove it works and get a quote request, all on one page.
The first site was a free build by a friend. It had the idea but not the polish a brand manager expects before spending real budget. The founder's one firm request: the boat itself, with an ad on it, has to be the first thing people see.
- Show the boat in the first second
- Prove it beats a billboard
- Turn interest into a quote request
No proof yet
A young company with no long client list. The numbers about Miami Beach had to do the convincing.
Many kinds of buyers
Clubs, retail brands, event promoters and real estate all buy differently, and each needed to see itself on the page.
How we worked
From a free starter site to a sales page.
Design first, build second. The full page was approved in Figma before a single Framer frame was made, so the build had no surprises.
Discovery
What a buyer needs to hear
We reviewed the old site and the founder's references, and listed the questions a brand manager asks before booking a new ad format.
- Old site review
- References and competitors
- Buyer questions
Hero
The boat comes first
A generated scene of a AdVoyage boat sailing past the beach with "Display your ad" on its side, turned into a looping video for the hero.
- Boat concept
- Looping hero video
- Headline and stats
Design
A calm, numbered grid
Thin lines, numbered columns and lots of white space, so the photos and numbers carry the page. Every section designed in Figma.
- Full landing page
- Audience blocks
- Numbered quote form
Build
Framer, ready to edit
Built in Framer from the approved design, with smooth scroll reveals and a working form, so the founder can update copy himself.
- Framer build
- Form and anchors
- Responsive layouts
At a glance
0 pageThat explains, proves and sellsSingle-scroll landing page
0M+Yearly Miami visitors, in the first screenNumbers before claims
0Audience blocksNightlife, retail, events, real estate
0Numbered fields in the quote formDates and budget included
The idea
Let them see their own brand on the water.
The hero boat carries a placeholder ad that says "Display your ad." It does one job: lets a brand manager picture their logo sailing past South Beach. Once they can see it, the format stops being strange and starts being a campaign. Right after, the numbers explain why it works: people on the sand look at the boat for up to a minute, with no other ad in sight.
Why a boat beats a billboard
View time
Competing ads
- 28.2M+Miami visitors a year
- 7+ miof beachfront
- $22Bspent by visitors
Proof
Numbers first, then the comparison.
Four big numbers sit right under the hero: 28.2M visitors, 10M on South Beach, 76% engagement, 7+ miles of sand. Then a plain side-by-side shows why a boat beats a road billboard.
Audience
Every buyer finds their column.
Four numbered columns for hospitality, retail, events and real estate. Hover one and it opens with a photo and a line on how that kind of brand uses the boats.
Advantage
Three reasons, one photo of Miami.
A relaxed audience with nowhere else to look, a $22B tourism economy and free reach when people photograph the boat. Numbered cards next to the city skyline at sunset.
Contact
A quote form that reads like a brief.
Seven numbered fields ask what a quote really needs: company, dates, budget and what you're advertising. Next to it, the email, the waters they sail and a promise of a reply in one business day.
The whole page
One scroll, from boat to brief.
Hero, numbers, comparison, audiences, advantages and the form. Each section answers the next question a buyer has, so by the end the only step left is sending the brief.
Key decisions
Choices that make a new format feel like a safe buy.
What goes in the hero?
The usual answer
A stock beach photo and a slogan.
What we did
The boat itself, ad on its side, sailing past the beach in a looping video.
How do you prove a new format?
The usual answer
Adjectives like "unforgettable" and "unique".
What we did
Visitor numbers up front and a direct comparison with road billboards.
Who is it for?
The usual answer
"Any brand that wants attention."
What we did
Four named audiences, each with its own column and use case.
How do you ask for the lead?
The usual answer
Name, email and an empty message box.
What we did
A short brief with dates and budget, so the first reply can be a real quote.
The result
A page that sells the sea view.
Boat firstthe product is visible in the first second, not explained in the third paragraph
Proofreal Miami numbers and a billboard comparison
Better leadsquote requests arrive with dates and budget
Framerthe founder edits copy and photos himself
What AdVoyage
walked away with
- A full landing page design in Figma
- A Framer build of the approved design
- A looping hero video of the ad boat
- Stats and billboard comparison blocks
- Four audience blocks with hover photos
- A numbered "Unfair advantage" section
- A quote form with dates and budget
- Responsive layouts for every screen
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