AIM signs marketing deal with Simrad for Miami


A cross-marketing agreement between the marine electronics brand Simrad and Active Interest Media’s Marine Group promises to “Paint Miami Red” for the upcoming boat shows in February.

Navico is working with the Marine Group on an awareness campaign for its Simrad brand that includes show signage, flags and maps. Show Management guest services staff at the Yacht & Brokerage Show in Miami Beach will be dressed in red with Simrad branding that poses the question: “Why RED? Ask Me Why.”

The reasoning behind the campaign is to “Paint Miami Red,” as in “Simrad Red,” to create awareness for its new NSS evo2 and NSO evo2 multifunction navigation systems.

NSO was launched for the commercial, large-yacht and superyacht markets at the Fort Lauderdale International Boat Show in October. The newer NSS, geared to the midsize and smaller consumer market, first will be seen by the public at the Yacht & Brokerage Show in Miami Beach (CruiserPort, Ramp 4) and the Miami International Boat Show (Miami Beach Convention Center, Electronics Room), both of which run Feb.13-17.

“We have developed some of the most powerful technology on the market for our Simrad brand. Our new NSO evo2 lines are the best for glass bridge installations and larger vessels, and our NSS evo2 is ideal for center console, sportfishing and coastal cruising boats,” Navico CEO Leif Ottosson said in a statement. “Combined with our best-in-class, award-winning radar, sonar autopilot and other technologies, show patrons should be ready to paint their boats Simrad Red.”

“Navico is focused on elevating Simrad as a brand, from retail to advertising,” Ottosson added. “Our goal is to make sure those walking into the shows are interested in Simrad.”

As part of the agreement, Simrad is the official sponsor of the Friday Night Pavilion Party, with the theme being Simrad Red attire. It is also the official sponsor of the AIM Marine Group’s CruiserPort seminars, which will be held at the Yacht & Brokerage Show along Collins Avenue.

“I am very excited that we are able to combine the resources of the AIM Marine Group and Show Management to deliver a high-impact, highly visual program for a pioneering brand such as Simrad,” said Gary DeSanctis, group publisher and general manager of the AIM Marine Group, which includes Soundings Trade Only.

“We wanted to ensure that Simrad would dominate this year’s Miami show and knew that the Active Interest Media team that could make that happen,” added Ottosson. “The program we are implementing with AIM is integral in making show visitors aware of Simrad and the exciting new technologies we’ll have on display. They are a very competent media partner, and we are very pleased to work with them.”

About Simrad

The Simrad brand is wholly owned by Navico Inc. a privately held, international corporation. Navico is currently the world’s largest marine electronics company and is the parent company to leading marine electronics brands: Lowrance, Simrad Yachting and B&G. Navico has approximately 1,500 employees globally and distribution in more than 100 countries worldwide.

For information, contact:

Rus Graham

Principal, Rushton Gregory Communications

(603) 799-2540 or

About Active Interest Media

Active Interest Media Inc. is a leading publisher of enthusiast consumer shows and publications across all media platforms. AIM’s titles include Yachts International, Sail, Power & Motoryacht, Soundings, Soundings Trade Only, PassageMaker, Yoga Journal, Backpacker, Ski, Skiing, Warren Miller Films, Vegetarian Times, Black Belt, American Cowboy, Log Home Living and many more.

The company’s five publishing groups — Equine, Home Buyer, Healthy Living, Marine, and Outdoor — reach more than 10 million readers in 85 countries around the world. AIM was formed by Wind Point Partners, a private equity investment firm with offices in Chicago and Southfield, Mich., in partnership with CEO Efrem “Skip” Zimbalist III, in October 2003.

For information, contact:

Dayna Macy, Communications Director, Active Interest Media

(415) 591-0729 or


Freedom Boat Club Expands

Through November, it has grown to more than 245 locations serving more than 55,000 members.

BRP Announces FY21, Q3 Results

While the North American market saw solid gains in the powersports segment, pandemic-related shutdowns and the retirement of Evinrude had a big impact on revenue.

Quick Hits: November 25, 2020

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 11.0px Arial} span.s1 {font-kerning: none} Patrick hires a new CFO; CMC Marine joins NMMA; Dometic makes names new HR VP; and Stingray Boats earns a safety milestone.

Wholesale Shipments Drop in September

NMMA: Easing supply chain constraints should enable more manufacturers to build boats.

Dealers: What’s Your 2021 Retail Outlook?

The monthly Pulse Report asks marine retailers to weigh in on November market conditions.