ST. LOUIS – The Avala Marketing Group won a silver award in the 2005 Summit Creative Awards competition for its outstanding model segmented advertising campaign for Sea Ray Boats, Knoxville, Tenn., it reported in a recent statement.
The Summit Creative Awards, celebrating its 11th year, was created to recognize exceptional work by marketing creative firms including advertising agencies, video production companies, multimedia firms and other creative groups with annual billings of $20 million or less.
This year’s competition received approximately 3,000 entries from more than 20 countries including Australia, Austria, Canada, China, Croatia, England, Germany, Hong Kong, India, Israel, Kuwait, Latvia, Malaysia, Mexico, New Zealand, Puerto Rico, Russia, Singapore, Slovenia, South Africa, United Arab Emirates, and The United States.
“The challenge was to create a new advertising strategy that focused on the connection between the segment demographics and the specific model positioning in the market, while still maintaining the overall reflection of the Sea Ray brand,” said AVALA President Steve Pizzolato.
Rob Noyes, Sea Ray vice president of marketing, stated, “Because Sea Ray manufactures boats and yachts that range from $17,000 to $2.5 million, it was important to capture the attention of consumers ranging from entry level boaters to experienced captains, yet maintain common branding design elements. This approach was achieved by developing specific personalities that relate the product segments to the consumers’ specific boating preference by defining who the boater is, what their wants and needs are in a boat and what Sea Ray provides that no other boat manufacturer can deliver. Each model segment was then depicted in lifestyle scenarios capturing everyday experiences made better on a boat. The ad scenarios range from wakeboarding, office meetings, family birthday parties, soccer teams, romantic moments in the moonlight and heading out to sea on an extended journey.“
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