Skip to main content
Updated:
Original:

Discover Boating video series boosts awareness

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."

Related

Perfect Timing

With all the new boats sold recently, it’s inevitable that a good percentage will wind up on the used market. MRAA has launched a Certified Pre-Owned Boat Program to help dealers strengthen this profit center.

A Boatbuilder in Congress?

Robert Healey Jr., of Viking Yacht Co., is running for a U.S. House of Representatives seat in New Jersey.

Monterey and Blackfin to Expand Operations

The company will add 50,000 square feet of manufacturing space to meet increased demand, creating 150 job opportunities.

Pettit Tuff Coat

NEW PRODUCT: Pettit Tuff Coat is a perfect solution for slippery surfaces on your boat or dock. Pettit Tuff Coat is a water-based, rubberized, non-skid coating that prevents slips and falls while looking great! Durable and resistant to chemicals and impact, Pettit Tuff Coat is long-lasting and gentle on bare feet and bikinis.

Aren’t We Great?

Beware of navel-gazing and taking too much credit for our industry’s recent successes.

MRAA Launches Certified Pre-Owned Boat Program

Working with two industry certification partners, the association created a program to help dealers “find greater confidence and profitability in their preowned business.”