Mercury Marine is a division of Illinois-based Brunswick Corp. that makes outboard, sterndrive, inboard and jet-drive engines for boats.

VIDEO: Mercury Marine rolls out athlete promo

Recreational marine engine maker Mercury Marine recently teamed up with boatbuilder Belzona Marine to “Go Boldly” on the water with former University of Wyoming basketball star and lifelong boating enthusiast Nichole Rider.

Mercury Racing debuts repower program

Mercury Racing, a division of Mercury Marine, said it launched a dealer repower program that gives consumers incentives to upgrade classic vee-bottom and catamaran performance boats with Mercury Racing 520, 540 or 565 sterndrives.

Yamaha videos use a fishing pro to tout the benefits of Helm Master.

Marketing to emotions

For almost as long as boat engine builders have been making engines, their marketing focus has been on their customers — the boatbuilders. But the industry is starting to see a shift that seems to be the start of a trend with the emergence of new campaigns designed to reach consumers on an emotional level.

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