Rec Boat Holdings signs marketing firm

CADILLAC, Mich. — Rec Boat Holdings will work with Milwaukee-based Traction Factory to manage the marketing and communications efforts for Four Winns, Glastron and Wellcraft brands.

“The industry is changing and we continue to implement plans and practices designed to adapt to these changes,” stated Roch Lambert, Group President, Rec Boat Holdings. “Bringing in Traction Factory and their non-traditional approach to brand building as well as their global scope capabilities will answer the changing demands of the marine industry and bring our brands to the next level.”

Lambert said he was attracted to the Traction Factory business model, one that is billed as nontraditional in terms of the way they grow client businesses with “momentum-building ideas leading to customer loyalty, customer engagement and customer excitement.”

The agency has global clients outside the marine industry, which they say can offer many “best practices” techniques and proven programs to the Rec Boat Holdings brands.

The Four Winns, Glastron and Wellcraft brands will be consolidated under the management of Traction Factory as it relates to advertising, point-of-sale, retail sales programs and overall communications efforts; however, each brand will continue to maintain their individual brand equity in the marketplace.

Traction Factory is currently working with each brand team to develop new programs for launch in early spring.

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