The Discover Boating campaign is attributing its success during the most recent fiscal year in part on the “Stories of Discovery” video series, which features people enjoying time on the water.
The campaign also attributes success to its partnership with country star Jake Owen; social engagement on Facebook, Twitter, YouTube, Instagram and Pinterest; advertising; and public relations.
As a result, the campaign generated 1.2 billion media impressions — a 42 percent increase over last year.
In 2014, 91 percent of people said they felt more positive about boat ownership after seeing “Stories of Discovery” videos, a 10 percent increase over last year's campaign (Annual Discover Boating Brand Tracker, 2014).
Discover Boating websites attracted 3.4 million visitors this year — a 38 percent jump over 2013.
As people tighten their online privacy habits and look to reduce the number of emails they receive, more are choosing to visit manufacturer sites. Discover Boating sent 1.8 million people to manufacturer websites to shop in 2014 — an 83 percent increase over 2013.
"When the industry agreed to develop Discover Boating in 2003 it recognized the need for a national marketing campaign to attract new boaters and that they could be far more cost effective utilizing Discover Boating instead of individual companies doing it on their own," Discover Boating president Carl Blackwell in a statement. “Seeing our awareness efforts driving more people to our stakeholders' websites is an invigorating reminder of our mission."