The National Marine Manufacturers Association and Marine Retailers Association of the Americas unveiled the first segment of its three-phase evolution of Discover Boating, including a new logo and rebranding of the Miami International Boat Show.
MIBS, which is set for Feb. 16-20, 2022, will be the first show that incorporates the Discover Boating messaging. For its second phase, the industry groups will launch a new Discover Boating campaign in spring 2022. The third and final phase is for NMMA’s other shows to rebrand under Discover Boating in winter of 2023.
Ellen Bradley, chief brand officer for the NMMA, explained the inspiration for the new logo.
“We spent a lot of time this past year talking to first-time boat buyers, repeat boat buyers and future boat buyers and . . . the word ‘freedom’ kept coming up in our conversations,” said Bradley. “Our new logo’s clean, light and open lines allow the stories and feelings of freedom of life on the water. At the same time, the ‘A’ in the logo takes the form of a bow of a boat and is a unifying icon that adds to the logo’s versatility and digital-friendly design.”
“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,” said MRAA president Matt Gruhn. “The new logo, boat show integration and the new Discover Boating campaign we’ll launch this spring will help us broaden Discover Boating’s reach and better connect customers with the businesses that help them maximize their enjoyment of boating.”