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The Discover Boating marketing campaign is underway with Welcome to the Water, a popular former campaign theme back for 2018, and serving as a common thread across all marketing efforts this summer. This year’s industry-wide marketing campaign remains focused on attracting new, younger and more diverse audiences to boating by demonstrating the emotional boating can bring.

Discover Boating advertising, running primarily in digital video and social media, features a variety of boating activities and encourages people to go boating today by directing them to DiscoverBoating.com for more information.

New to 2018, Discover Boating is conducting a small television advertising test in three markets across the U.S. with the goal to identify the impact of cable TV as a part of the overall campaign media mix. Commercials will air in the test markets (Charlotte, Indianapolis and Seattle) in June and July across 25-30 top cable networks, including ESPN, HGTV, CMT and TBS, through traditional cable providers, satellite services and on-demand platforms to reach audiences no matter how they’re consuming TV programming. View the commercials here

DiscoverBoating.com was recently overhauled to provide an enhanced user experience, complete with simplified navigation and customer journey path. The new site updates help visitors easily find the information they’re looking for to get started in boating, including the popular Boat Finder tool (which outlines boat types for the user and directs them to corresponding boat brands when they are ready to shop) and Go Boating Today tool, Boat Loan Calculator, boat shopping tips, owning/operating information and more.

Discover Boating is also working with a variety of influencers in traditional media and social media to share their boating stories and adventures with their readers, followers and networks. Influencer partnerships throughout the summer, and around the U.S., focus on coverage of their on-water experiences, benefits of boating and the latest boating trends. There’s a full line-up of Discover Boating activities throughout the summer, including media events, influencer/blogger engagement, and working with Dr. Wallace J. Nichols, author of Blue Mind: The Surprising Science That Shows How Being Near, In, On, or Under Water Can Make You Happier, Healthier, More Connected, and Better at What You Do, to share his findings on the wellness benefits of life on the water.

Fresh and engaging boating lifestyle content on Discover Boating social channels continues to drive interest, conversation and engagement, primarily on Facebook and Instagram. Later this week, Discover Boating will launch a new social content resource program for all industry stakeholders, providing free boating lifestyle content for use on their social channels.

Stay tuned for Discover Boating campaign updates throughout the summer.

In the meantime, if you have questions on the 2018 marketing campaign, please contact Carl Blackwell or Freya Olsen.