MIAMI — The Marine Marketers of America announced the winners of the 2014 Neptune Awards for marketing excellence last Thursday during the Miami International Boat Show industry breakfast.
Hell's Bay Boatworks, based in Titusville, Florida, working with Miami-based Markham Unlimited, was the big winner, earning three awards, including the best single-page ad in a national magazine.
Hell’s Bay’s winning ad features a man alone on his peacefully beached boat gazing across tranquil blue water. The ad reads, “A Man’s Best Friend Is Not Always His Dog.”
Markham Cronin, president of Markham Unlimited, said the staff at Markham are passionate shallow-water anglers and boaters.
“We are the audience,” Cronin said. “So communicating that passion is the mission behind doing this marketing. Creating a connection with those who share this passion is what we set out to do with everything we do.”
He said the team at Hell’s Bay are tremendous collaborators. Todd Fuller, the director of marketing, along with Chris and Wendi Peterson, all have a voice and a hand in creating their award-winning work.
Hell’s Bay and Markham Unlimited also took the awards for Best National Magazine Advertising in a series; and Best Product Literature.
"There were 122 entries in 14 categories, our largest field ever," MMA president Wanda Kenton Smith said. "There was great diversity. Entries came from companies large and small, sail and power, from insurance to fishing tournaments and everything in between. The standard of work overall was very high, and in the seven years of the Neptune Awards this was the toughest competition yet."
Neptune Awards co-chairwoman Cindy Pechous said she was impressed by the variety of the entries, which arrived from more than 50 companies.
The mobile app category is only a few years old, and we had almost a dozen people enter,” Pechous said.
IBEX’s visually focused, award-winning Best Email Blast generated enormous feedback and resulted in 1,000 people preregistering for IBEX.
But Mercury Marine’s winning social media campaign "Carol of the Bells," in which a man plays the Carol of the Bells on Mercury propellers, will be the one to beat next year, she said. “I’d like to see anyone top that.”
The winners were recognized a second time at the MMA membership meeting Thursday afternoon. The meeting featured a spirited discussion on the future of advertising in the media and featured moderator Michael Sciulla and expert panelists Sally Helme; Shawn Bean; Jim Rhodes; Duncan McIntosh; and David Pilvelait.
The 2014 Neptune Awards were presented to the following companies in these categories:
Best National Magazine Advertising (Series): Hell's Bay Boatworks "Draft/Dial/Slider," created by Markham Unlimited
Best Mobile Application: Yamaha Watercraft for "WaveRunner 2015 App"
Best Digital Newsletter: Neptune Group Yachting for "The Neptune Pilot," created by Turnkey Communications and PR and DMT Design
Best Email Blast: IBEX for "2014 Summer Series Campaign," created by CSG Creative
Best Event Marketing/Sales Promotion: BRP/SeaDoo Watercraft for "#SPARKSOMEFUN Test Ride Tour," created by Look Marketing
Best Product Literature: Hell's Bay Boatworks for "Corporate Collateral," created by Markham Unlimited
Best Marketing Innovation: BRP Evinrude for "Digital Configurator," created by Cramer-Krasselt
Best Print Newsletter: Bimini Sands Resort & Marina for "Tidelines," created by Turnkey Communications and PR
Best Regional/Local Marketing: SeaTow, for "Life Jacket Loaner Program"
Best National Magazine Advertising (Single-Page Ad): Hell's Bay Boatworks for "Man's Best Friend," created by Markham Unlimited
Best Social Media Campaign: Mercury Marine, for "Carol of the Bells"
Best National Magazine Advertising (Spread): North Sails, for "Racing"
Best Video: BRP-Evinrude for "Evinrude E-TEC G2 Outboard," created by Cramer-Krasselt and Group Mojo
Best Web Advertising: Bayliner Boats for "Element XR7 Teaser Campaign," created by Pearl Brands