CHICAGO – The Discover Boating marketing campaign, a major component of the marine industry’s Grow Boating Initiative, officially kicks into high gear beginning this spring with plans to release a number of key elements to the marine industry and the general public-including the launch of a national advertising campaign, website redesign and public relations programs, the National Marine Manufacturers Association said in a statement yesterday.
The national advertising campaign will first appear in April editions of magazines that reach newsstands in mid-March, online during the NCAA basketball tournament webcast and on cable television beginning the first week of April. The two television spots, referred to as “Grocery” and “Wave,” will run more than 2,900 times on major cable television networks such as CNN, Fox News Network, TNT, ABC Family, The History Channel, Discovery Channel, Weather Channel and several others.
The Discover Boating print campaign will run on pages two and three, including a one-third page informational gatefold in the April editions of magazines, including Time, Popular Science, Sports Illustrated, Men’s Journal, Outdoor Life and Family Fun. Discover Boating online banner ads will appear on at least 12 websites, including CBS.com, CNN.com, SI.com and weatherchannel.com.
The advertising campaign is expected to generate more than 1.63 billion consumer impressions, 766 million of which fall directly into the Discover Boating target profile.
The redesigned Discover Boating website, discoverboating.com, is also launching in March. The site serves as the official consumer hub for the Discover Boating marketing campaign. It helps consumers narrow down their boat-type choices and compiles their information in the Discover Boating Lead System, which contributing boat and engine manufacturers and their dealers can draw from.
The Discover Boating public relations team is pitching major national news outlets to deliver key messages about the boating lifestyle that encourage the target audience to get on the water and experience the joy of boating. Working in conjunction with the advertising team, public relations efforts reinforce the ad campaign to extend its messages, reaching news outlets, television programming and non-traditional media that go beyond the ad buy. In addition, the public relations team will focus on ways to expand the ad campaign’s added value elements, develop promotional opportunities on track with the campaign’s overall strategy and support the launch of the ad campaign with a targeted public relations campaign.
“The Discover Boating campaign is not a short-term promotion; rather, it is a lifestyle campaign designed to draw consumers’ attention to boating and then turn those dreamers into boat owners,” said Carl Blackwell, NMMA vice president of marketing and communications.
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