Grow Boating Inc. selected Olson, a Minneapolis-based full-service marketing firm, as the agency of record for the relaunch of the Discover Boating marketing campaign.
The decision was made last week by a special Grow Boating task force composed of representatives from the National Marine Manufacturers Association, the Marine Retailers Association of America and Sail America.
Olson was chosen unanimously from the three agencies that were invited to present in the final round of agency selection.
"Representatives throughout industry participated in the agency selection to ensure all voices were heard and that the winning agency possessed the depth and strength to deliver both a winning strategy and implementation of the Discover Boating integrated marketing campaign," said Carl Blackwell, chief marketing officer for NMMA and Grow Boating, in a statement.
"The task force was impressed with Olson's experience and understanding of our industry's needs, which made them the best fit to help promote the boating lifestyle and ultimately sell more boats," he added.
With a roster of 300 employees, Olson is one of the top 10 independent, full-service agencies in the U.S., according to Grow Boating Inc. The agency has been honored with 18 Effie Awards, recognizing the most effective advertising efforts in the U.S., in the last nine years.
"Speaking to communities is our sweet spot and working with Discover Boating provides a great opportunity for Olson to flex our brand-building muscles," said Kevin DiLorenzo, president and CEO of Olson, in a statement. "There's no better community than the boating community and we look forward to working together to introduce new boaters to the boating lifestyle and grow recreational boating."
Olson will present its preliminary marketing plan Sept. 28 during the full Grow Boating board of directors meeting at the International BoatBuilders' Exhibition & Conference in Louisville, Ky.