Grow Boating chairman Joe Lewis said the Discover Boating campaign generated a level of awareness for boating this summer that includes an increase of 26 percent in visits to the Discover Boating and Discover Boating Canada website.
“This summer has seen us generating awareness for the boating lifestyle and significant website traffic to DiscoverBoating.com/ca, which, in turn, has already delivered 2.58 million people to manufacturer websites,” Lewis said in an e-newsletter sent out to industry members. “The great news is we still have several weeks of the campaign to go before the fiscal year ends on Sept. 30, which means we'll be sending even more potential shoppers to boat manufacturers.”
Lewis, who is also the president and owner of Mount Dora Boating Center in Florida, said the popular “Stories of Discovery” documentary-style videos, which feature real boaters talking about treasured moments on the water, have been featured across 10,000 websites and seen more than 21 million times, with nearly a 133 percent increase in views from last year's results.
Lewis said the campaign’s second-year collaboration with country music star Jake Owen is in full swing as he tours the United States and Canada with Kenny Chesney's “The Big Revival” tour. In addition to Discover Boating's presence at his tour stops, Owen has been busy sharing his love for boating and life on the water on his social channels and in the national media.
He spent a day on the Cumberland River with Discover Boating in June that resulted in a feature story at Rolling Stone.com, an appearance on Country Music Television's “Hot 20 Countdown” and more. The campaign wrapped up two days in New York with Owen earlier this month, where he visited national media outlets that included Fox News to talk about his music, real life and his love for boating.
Lewis also said public relations efforts have generated high-profile coverage for boating this summer, including a three-page story in Men’s Health magazine, an appearance on the national Fox & Friends morning show and coverage in local and regional news media around the country.
He said the campaign has been working with bloggers and social influencers to share their boating stories, memories and drive interest in DiscoverBoating.com through their blogs and social networks. To date, more than 50 boating-related posts have appeared on lifestyle, millennial and parenting blogs, in addition to hundreds of social media posts.