A hint about Discover Boating’s plans for 2014 — they involve drones.
“Who knew? Drones can be used for a lot of things,” Carl Blackwell, who heads up the program, said during a webinar Tuesday.
A renewed focus on video content and a refreshed logo are some of the marks of Discover Boating’s 2014 ad campaign, which is designed to draw people to the boating brand in much the way that the “Got milk?” campaign did for that product in the early 2000s.
That reinvigorated push for original content is where the drones come in.
The campaign will focus on “storytellers” this year, ranging from a young man who lost his leg but continues with his boating and wakeboarding pursuits to a family of three boating generations. A drone shot much of the most recent video of that family, Blackwell said.
A Hispanic family with “a real love of fishing and boating” is slated for videos in both English and Spanish, Blackwell said, although the family hasn’t been announced yet. “You’ll see that probably in late May or early June,” he said.
A large chunk of the webinar focused on another storyteller, country singer Jake Owen. Discover Boating is partnering with Owen in an upcoming music tour. “I made a record based on what it feels like to be out on the water,” Owen said in an audio clip during the webinar.
“Just being out on the water cruising around by himself helped inspire him,” Blackwell said. “He’s going to be in a lot of college towns and that’s really going to help us reach that younger demographic. We also know our target audience is 45 percent more likely to listen to country music than average, so we think we’ve really hit a sweet spot.”