Discover Boating, the recreational boating industry’s national marketing campaign, took home the top honor in the Small Budgets-Products category of the 2011 North American Effie Awards at the 43rd annual Effie gala in New York.
“This is a tremendous honor for the recreational boating industry and testament to the dedication of Discover Boating staff and our marketing partners to provide the best work possible for the industry,” said Carl Blackwell, chief marketing officer for Discover Boating, in a statement. “In spite of economic challenges, Discover Boating focused on the most efficient and effective ways to promote boating, and we’re thrilled to be recognized with a Gold Effie — alongside some of the top brands in the world — as one of the most successful North American campaigns of 2010.”
Discover Boating was honored for its interactive Facebook campaign, Making Waves. To create the campaign Discover Boating partnered with space 150, a Minneapolis-based digital communications agency.
The award recognizes the campaign’s results: More than 28,000 people entered the Making Waves sweepstakes, with more than 9,000 opting to receive the “Get Started in Boating” DVD, and Discover Boating’s Facebook fans grew from 7,000 to more than 39,000 during the campaign’s eight-month run in 2010.