Discover Sailing launches Phase II of marketing plan

MIDDLETOWN, R.I. – Sail America is in the midst of launching Phase II of Discover Sailing’s marketing initiative, it reported in a statement yesterday.

The major portions of the Phase II plan include the production of a newly packaged DVD and the development of an all-new public service announcement program. The Discover Sailing video’s original, award-winning packaging will be updated to fit into a standard DVD format, and the label and accompanying mini brochure will incorporate new packaging upgrades, according to the association. The bold orange sailing photography and program logo will include accompanying imagery. And finally, a new Discover Sailing poster will be introduced.

This spring Sail America said it plans to target media buys in key issues of sailing magazines. The organization plans to include a color insert in these publications to "once again revitalize the consumer promotion to reach new prospects with the DVD incentive."

"The program components that we promoted in our first phase worked very well," said Sail America Executive Director Scot West. "We're looking to pump some new life and energy into the program to attract additional new prospects."

Sail America said that the next step is to design and develop a new public service program for both targeted media and member distribution. The plan is for the PSA package to include a "professionally produced," four-color pocket folder with CD insert that includes a variety of advertisements in a range of sizes, ready for publication. The packet is also expected to be made available to dealers for usage and customization in their local markets.

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