Discover Boating, the boating industry's national marketing campaign, was selected as a finalist for the 2011 North American Effie Awards, one of the most respected awards in advertising.
The campaign is being recognized in the small budgets-products category.
The Effie Awards were established to recognize, educate and encourage effectiveness in the marketing communications industry. Finalists are selected after two rounds of judging by peer panels and will be awarded a gold, silver or bronze trophy June 7 during the 2011 Effie Awards Gala in New York.
A 2011 Effie is being awarded to Discover Boating for its interactive Facebook campaign, Making Waves, which is designed to put at-home water sports enthusiasts in the virtual captain's chair to experience the joys of life on the water.
The award recognizes the campaign's results: More than 28,000 people entered the Making Waves sweepstakes, with more than 9,000 opting in to receive the Get Started in BoatingDVD, and Discover Boating's Facebook fans grew from 7,000 to more than 39,000 during the campaign's eight-month run last year.
"In 2010, with our industry in the midst of a challenging economic climate and facing reduced budgets, Discover Boating focused on the most efficient and effective ways to promote boating," said Carl Blackwell, chief marketing officer for Discover Boating and the National Marine Manufacturers Association. "Being honored with an Effie is a tremendous brand accomplishment, especially given our limited budget, and recognizes Discover Boating's work as one of the most successful marketing campaigns of 2010. Now that we are in the finals, we hope to bring home the gold."