Mercury Marine’s summer event in New York City aimed at mainstream media outlets has resulted in a full spread in Cosmopolitan this month, and pending feature coverage in Seventeen magazine.
Both magazines attended the media event in August to scout it out, and Mercury Marine partnered with Formula after for the photo shoots, said Mercury communications director Lee Gordon.
Cosmo has 18 million monthly readers, and the prom edition of Seventeen — which makes the boat and docks a stage for showcasing prom dresses — will be on stands for three months, Gordon told Trade Only Today.
“Promoting the boating industry to a national audience through earned media allows us to reach younger consumers that we don’t traditionally reach in the general boating and fishing market,” Gordon said.
“Working with publications like Cosmo, Seventeen Magazine, Popular Mechanics and other media outlets with a large audience allows us to promote not only Mercury but the boating industry,” he said. “You may not generally equate boating and prom per say, but why not?
Gordon stressed that Mercury isn’t spending advertising dollars in the publications. Rather, the shoot was the result of relationship building and working together to find editorial calendar solutions that earn them more readers, while at the same time showcasing the boating industry to millions of people who might not otherwise be exposed, he said.
“These magazines will be on every newsstand at every airport and bookstore in the country,” Gordon said. “To grow the industry, we need to expand our brand, not just the Mercury brand but the brand of boating and it starts by reaching outside of our comfort zone.”
It was the second New York City event for the engine manufacturer, and last summer the company added a Chicago event designed to draw media outside the industry. The Chicago event featured Bears linebacker Willie Young, who is outspoken about his love for boating, fishing, and Mercury engines.
“We didn’t launch a single new product, but instead focused our attention on expanding our brand and promoting the industry with a local celebrity who is as authentic and passionate about the marine industry as anyone we’ve ever seen before,” Gordon said following that event.
“It’s our goal to continue to promote the latest engines and technology from Mercury Marine and our partners, but also to help grow the industry, and to do that we need to expand our message to mediums with a large audience.”