SEATTLE – The Northwest Marine Trade Association is ready to launch a $100,000 television campaign aimed at drawing new people to boating and pointing them toward the association's new consumer Web site DiscoverNorthwestBoating.com, NMTA said in a press release yesterday.
A locally produced television commercial, created to get families on the water this summer, is scheduled to begin airing June 11 and will run more than 500 times through Father's Day on most Seattle television stations, according to NMTA.
"I'm excited. It's a big step forward for our association and the industry,” said Michael Campbell, president of NMTA. “Here we are at the start of the summer boating season and for the first time, we will have a TV campaign that will try and encourage those who are not yet boaters to take the leap."
At a conference of leaders from marine trade associations around the country in early May, the NMTA's new commercial drew applause and excitement after Campbell showed it to his peers.
The spot will be an effective one, according to Nikki Carl Polan, director of communications from the Michigan Boating Industries Association.
"I thought the spot was fantastic, professionally produced and pulling on all the right heart strings," said Polan. "It made me think, 'this will work.' I think it will make people think and act.”
Ad part of larger effort
The "Grow Boating" program is designed to increase recreational boating in the region – one of NMTA’s core missions. The genesis of the program started in April 2003 when the association’s board of trustees established a fund supporting six proposed segments of the program, NMTA said.
Some of those segments include:
Although NMTA promotes its events through advertising for its three boat shows during the year, it never had the opportunity to promote the lifestyle of boating. But Campbell believes the time is right to spread that message.
"We never have time in January to share that message because we're always focused on trying to get people to the boat show," said Campbell. "I think this is the right time of year to deliver this message to the people who are not yet boaters, or who were boaters before and need to be reminded just how fun it is. This TV campaign will be the most visible thing we've ever done for boating."