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ADVERTISING
We’ve completed the research. Set the
strategy. Developed the ads and the highly
anticipated Discover Boating campaign
launched in April. A key part of the industry’s
ambitious Grow Boating Initiative, the
campaign promotes boating by highlighting
its ability to bring family and friends
together. It’s a fresh campaign with a
media mix designed to deliver the message
to all four corners of the country. We’re
expecting 1.63 billion impressions in
the first three months.
For
more information about this national Grow
Boating program, CLICK
HERE.
PUBLIC
RELATIONS
A force behind the Grow Boating Initiative
is a national public relations campaign
managed by the National Marine Manufacturers
Association. Following the Grow Boating
strategy, the PR team is working with
major national, regional and local media
to drive strategic boating messages year-round.
Some of these key messages surround a
number of topics including:
- Benefits
of the Boating Lifestyle
- Affordability
of Boating
- Accessibility
of Boating
- Getting
Started in Boating
- Where
to Find Expert Boating Advice
- Look
for NMMA Certified with ABYC Standards
For
more information about this national Grow
Boating program, CLICK
HERE.
DiscoverBoating.com
Strategic Summary
Objectives/Tactics
Consistently communicate Discover Boating
brand message
- Redesign
DiscoverBoating.com based on the brand
positioning (Boating Connects like no
other) illustrated in the print and
TV ad campaign to assure a consistent
deliver of brand message to consumers
across all media channels.
Moving
people down the purchasing funnel with
the help of useful content and interactive
tools, such as:
- Beginner’s
Guide to Boating.
- Boat
Selector Tool.
- Interactive
descriptions of boat types and categories.
- Ask
a Boating Guy section.
- And
much more...
Gathering
Sales leads and disseminating them to
the contributing manufacturers and dealers.
Lead
generation tools are integrated at various
pages on DiscoverBoating.com where consumers
are asked if they want to request additional
information on a boat type of their choice.
These tools include:
- How
to Get Started in Boating DVD request
form
- Boat
Selector tool
- Wave!
e-Newsletter and Magazine subscription
For
more information about this national Grow
Boating program, CLICK
HERE.
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