Discover Boating's year-round campaign, brand experience attracts new consumers
by National Marine Manufacturers Association 25 Oct 2023 18:11 BST
Discover Boating's year-round campaign, brand experience attracts new consumers © Will Saunders
The past 12 months saw the launch of the new Discover Boating strategy, taking the industry's collective effort to expand the market for recreational boating from a six-month marketing campaign to a robust, year-round brand experience beginning with winter boat shows and continuing throughout spring and summer.
Powered by NMMA and MRAA, Discover Boating invites the next generation - a key focus to help expand the market for boating - and retains current boaters, and with its new strategy delivered more than 3.6 billion impressions between October 1, 2022 and September 31, 2023.
As a result of this extended reach, Discover Boating engaged 5.4 million people on the brand's websites, and introduced nearly 2 million of them to manufacturers and dealers through website referrals, boat shows, and leads. Additionally, the brand is reaching its target audience with DiscoverBoating.com traffic from the 35 to 55 age group up to 45% of audience, compared to 42% last year.
"This year we successfully transitioned to a fully integrated omni-channel strategy, where Discover Boating was in front of consumers all year round, supporting their boating interests wherever they may be in their journey, whether it was through our See You Out Here awareness campaign, our growing digital community, boat shows, brand partnerships and the buying/ownership experience in partnership with MRAA," said Ellen Bradley, Chief Brand Officer for NMMA. "We touched more people, connected manufacturers and dealers with more potential buyers, and for every dollar invested by the industry in Discover Boating, NMMA made that dollar perform like four as a result of our multi-channel strategy. Making our industry's dollars work harder to ensure recreational boating is the number one recreation activity is especially important as we face an increasingly crowded marketplace and time strapped consumer."
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