BRP launches new E-TEC repower campaign

STURTEVANT, Wis. — BRP launched a new direct-mail E-TEC campaign on April 1 that will run through June, the company reported in a recent release. The campaign encourages targeted consumers to go to the recently launched micro-site, where an interactive savings calculator provides BRP's estimate of how much users could save on operating costs with an Evinrude E-TEC powered boat.

The sites also lists the top-ten reasons to repower with Evinrude, offers the opportunity to receive a DVD or catalogue and a quote on a new engine, and links consumers to their nearest authorized dealer.

Recipients of the direct mail piece are considered likely to be in the market for an engine upgrade or entirely new boat because of factors such as the age of their boat, the type of boat they own and their geographic location.

“Our research indicates a sizeable opportunity in repower,” Roch Lambert, vice president and general manager, Ski-Doo, Sea-Doo and Evinrude, said in the release. “Boat owners are looking to upgrade, but not always with a new boat. However, our new micro-site allows consumers to research the benefits of repowering with Evinrude, or choosing from the many boat building partners currently offering Evinrude power on their boats."

BRP says the new campaign will be supported through online advertising, a 60-second repower infomercial, e-blasts and television sponsorships including “Ship Shape TV,” which has an episode on repowering with Evinrude.

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