Discover Boating honored in ad industry

CHICAGO – Discover Boating was recently awarded ten 2007 Telly Awards – including six Silver Tellys, the highest honor of its kind – for several of its local, regional and cable television commercials, Grow Boating Inc. said in a press release yesterday.

With more than 200 categories available for entry, the annual Telly Awards are largely considered one of the most sought after prizes in the television production and advertising business, according to the group.

The 28th Telly Awards received more than 14,000 entries from all 50 states and five continents. The awards recognize the very best local, regional and cable television commercials and programs, as well as the finest video and film productions.

Silver Tellys were presented to Discover Boating on behalf of its “Dogs” commercial in the Regional TV/Multi-Market Cable-Automotive; and Internet/Online-Automotive categories. The “Grandpa” and “Party” commercials, which include the tagline “Maybe it’s Time for that Boat,” each took home a Silver Telly in both the Events and Use of Humor categories, for a total of four awards. The “Grandpa” and “Party” commercials aired in 2007 on cable television stations across the country to encourage attendance at winter and spring boat shows nationwide.

“The Discover Boating advertising agency, Carmichael Lynch of Minneapolis, and our internal team worked diligently to refine the campaign’s message to ensure it was in synch with our research, therefore helping to ensure it would resonate with consumers and industry stakeholders,” said Carl Blackwell, vice president of marketing and communications for Grow Boating Inc. and the National Marine Manufacturers Association. “While award-winning ads don’t necessarily equal sales, being recognized by our peers as creating advertising that’s deemed ‘best’ is a real achievement because it reinforces our belief that our messages are indeed having an impact.”

Discover Boating was also recognized in this year’s awards competition with four Bronze Tellys: The “Waterski” commercial won Bronze awards in both the Events and Use of Humor categories; the overall “Maybe it’s Time for that Boat” campaign took home a Bronze Telly in the Promotional/Branding category; and the short film “Good Run” earned a fourth Bronze award, in the Non-Broadcast Productions category. General Motors underwrote “Good Run,” a four-minute film highlighting the life of a boater as he reflects on his many fond memories aboard a boat. The film’s concept was derived from consumers’ love of cinema and emphasizes celebration of the boating lifestyle.

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