The Discover Boating Canada marketing campaign is looking to increase participation, manufacturer site referrals and positive perceptions of boating across the country this summer.
The online ad campaign now features interactive videos, search engine marketing, display ads and social media.
Videos found on popular Canadian websites give viewers the option of watching activity-based videos, depending on what their interests are. The interactive video ads are an effective new component that drives consumers to Discover Boating’s Boat Selector and Beginner's Guide to Boating.
Mobile search advertising is being tested as a complement to online advertising efforts. The mobile-friendly DiscoverBoating.ca website now features a Beginner's Guide to Boating call to action. Studies have shown that 69 percent of consumers research products on smartphones, not just computers.
Discover Boating Canada distributed 2,425 copies of the Beginner's Guide to Boating brochures as a direct result of consumers requesting a copy via DiscoverBoating.ca. In addition, the team worked with Parks Canada locations across the country to distribute more than 10,000 brochures to park visitors.
Five regional marine trade associations, dealers and marine businesses across Canada are distributing the brochures at their consumer events this summer, tying into the national brand and sharing helpful information on getting started in boating with their customers. The brochure has generated 600 leads to date in Canada.
On the social media front, a successful Facebook ad campaign includes an online contest to grow the Canadian fan base, which has reached 35,000-plus fans, a 52 percent increase from last year.
On Twitter, @DB_Canada has seen a 40 percent increase from last year with 1,314 followers and a reach of 316,350.