Task force selects new Discover Boating marketing agency

CHICAGO — Grow Boating Inc. has selected OLSON, a Minneapolis-based marketing firm, as agency-of-record for the re-launch of the Discover Boating marketing campaign, according to a release from the National Marine Manufacturers Association.

The decision was made last week by a Grow Boating task force, selected by the Grow Boating Board of Directors, made up of representatives from the NMMA, Marine Retailers Association of America and Sail America. OLSON was chosen unanimously from the three agencies invited to present in the final round of agency selection.

“Representatives throughout industry participated in the agency selection to ensure all voices were heard and that the winning agency possessed the depth and strength to deliver both a winning strategy and implementation of the Discover Boating integrated marketing campaign,” Carl Blackwell, chief marketing officer for NMMA and Grow Boating, said in the release. “The task force was impressed with OLSON’s experience and understanding of our industry’s needs, which made them the best fit to help promote the boating lifestyle and ultimately sell more boats.”

OLSON will present its preliminary marketing plan during the full Grow Boating Board of Directors meeting on Sept. 28 at the International Boatbuilders’ Exhibition & Conference (IBEX) in Louisville, Ky. Following the IBEX meeting and approval from the Grow Boating Board of Directors, OLSON will begin full development of the Discover Boating marketing plan.

“Speaking to communities is our sweet spot, and working with Discover Boating provides a great opportunity for OLSON to flex our brand-building muscles,” Kevin DiLorenzo, president and CEO of OLSON, said in the release. “There’s no better community than the boating community, and we look forward to working together to introduce new boaters to the boating lifestyle and grow recreational boating.”

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