Coming out of the Grow Boating Summit in December, attendees spanning boat, engine and accessory manufacturers, as well as dealers and key industry partners, outlined Discover Boating’s role as the first marketing touch point for helping to attract first-time boat buyers.
As a result, Discover Boating is focusing its 2017 campaign on introducing people to boating. The strategy behind the 2017 campaign is “Vacation on Demand,” a campaign that connects the kinds of feelings and experiences that come from boating with the feelings and experiences that come from something most people understand — being on vacation.
To motivate people to consider boat ownership, the campaign shows people that owning a boat lets you take a vacation on demand.
This idea is integrated across all key Discover Boating marketing efforts this summer, including digital advertising, public relations, influencer engagement and social media, to help attract the next generation of boat owners.
This new Discover Boating video depicts a family getting its first boat ride by pushing a “vacation on demand” button.
There’s also a new geo-targeted Facebook ad that triggers when someone is near a body of water. It will allow Discover Boating to connect with potential first-time boat buyers on a local level.
The new ad provides a personalized recommendation for how, where, when and why that person can get on the water by connecting him or her with boating opportunities nearby, as well as photos, videos and updates from others in the area who are out on the water.