Article

In an increasingly digital world, face-to-face engagement remains a powerful way to build community—and community is crucial for growth.

And boating has a strategic advantage—the built-in community that’s part of the unique experiences of being on the water are unmatched. Showcasing this first-hand helps ensure boating is top of mind as consumers think about where to spend their time and wallet. That’s why Discover Boating produces events with content creators, media and influencers.

Whether it’s a behind-the-scenes tour of the manufacturing process, a private event at a boat show or hosting a group on the water, experiences that can be enjoyed first-hand provide opportunities to build more meaningful connections with the potential future boating community that’s curious and interested in learning more.

In April, Discover Boating, powered by NMMA and MRAA, collaborated with Progressive Insurance to host an immersive, on-the-water experience in the Florida Keys for a curated group of travel and lifestyle editors and social media content creators. The three-day event showcased why boaters are so passionate about life on the water—from its unique ability to create relaxation, community, and memories to last a lifetime.

“Our research shows boating can be intimidating for people who didn’t grow up around boats—helping people experience being on the water and feel invited to be part of the community can break down perceived barriers and open a world of possibilities,” said Ellen Bradley, NMMA chief brand officer. “Whether it’s learning a boat can be financed like a home, feeling the freedom of being away from land with the wind in your hair and the sun on your face or practicing safe boating—these experiences help us build connections and expose more people to what boating is all about and how accessible it can be.”

As a result of the content creator activation, Discover Boating placed boating in front of potential future boaters (i.e., Southern Living, CelebWell, @jsalas_, @eastcoastcontessa, _asipoftee_ and more to come), while inspiring them to get on the water and experience all boating has to offer firsthand. This is just one way Discover Boating maintains a leading share of voice in outdoor recreation—ensuring the brand and boating lifestyle are included in the conversation, top of mind with potential boaters, and positioned to help turn interest into on-water participation.