If timing is everything, Discover Boating’s newest campaign is right on. “See You Out Here” is hitting at precisely the right time, as it has become clear we must go after the next generation of boaters to ensure continued sales, especially given the economic clouds on the horizon.
See You Out Here this week begins appearing across the United States and Canada through a comprehensive media strategy. It includes video streaming with YouTube, ESPN, Vice and Telemundo; digital and social media channels; and partnerships with the likes of Facebook, Instagram, TikTok and other high-profile influencers. The campaign reflects Discover Boating’s recent rebrand and digital transformation.
The campaign celebrates boaters from all backgrounds in an open invitation to explore life in, on and under water. In addition to its traditional run throughout the top-selling spring and summer months, it will be extended year-round, as it’s woven into Discover Boating boat shows in 2023 and across Discover Boating’s enhanced digital channels.
“The unique, personal experiences boating creates across a wide spectrum of demographics are at the center of this campaign — those special moments, feelings and freedoms only boating delivers — in a way that captures the hearts of our diverse customers,” says Ellen Bradley, chief brand officer for the National Marine Manufacturers Association. “What we learned through extensive segmentation and mindset research of boater behaviors and motivations is their interest isn’t on the product, the boat, but on the experience and where it takes you. Those learnings informed our creative approach and all aspects of our new campaign to invite the next generation, retain the new boaters and continue to engage longtime boaters.”
See You Out Here videos are anchored by an impactful brand anthem film. From there, the real stories of passionate boaters-turned-brand-ambassadors will follow. These authentic, moving narratives feature the ambassadors’ unique histories and relationships with boating, all of whom reflect the next generation of boaters. Here’s a look at some of the more than 10 boaters who will be featured in the new campaign:
“Hooked” spotlights Khristian Rousseve, the first Black student athlete in Louisiana to receive a scholarship for bass fishing.
“Captain Jana” chronicles licensed captain Jana Zontek and her wife, Cindy, finding a shared love and appreciation for life on the water.
“Depth of Field” takes a glimpse at the adventures of Andy Mann, an award-winning National Geographic photographer committed to marine conservation.
“Discover Boating is the lifestyle brand for boating, and it remains the most-effective pathway to attracting and engaging consumers into the No. 1 outdoor recreational pastime in the U.S. economy,” says Matt Gruhn, president of the Marine Retailers Association of the Americas. “The new logo, boat show integration and campaign will broaden Discover Boating’s reach and better connect customers with the dealerships that help them maximize their boating enjoyment. And this couldn’t come at a better time, as we seek to build post-pandemic momentum.”
The campaign’s spring-and-summer marketing mix will include advertising, digital and social content, influencer partnerships and experiences, television public service announcements, and public relations. It will eventually appear in Discover Boating boat show media ranging from television and on-site to digital and social, starting in early winter.
How can dealers get involved with the new campaign and engage their audiences? Click here to stream, download or embed the new content to share in your showroom, on your website, to your social networks and in your email campaigns.
Click here for Discover Boating’s resource page.