See You Out Here
How can you bring a younger, more diverse audience (many of whom did not grow up on the water) into the exciting world of boating today? By highlighting the multitude of experiences available in, on, and under the water.
Problem
For many decades, boating has been thought of as a pastime for the old, rich, and preppy. But the reality is just about anyone can (and should!) enjoy the wonders of the water. We needed to change dated perceptions of what it means to be a boater and encourage the next generation of boating enthusiasts to get involved with the sport.
Insight
You’ll Never Feel Freer Than When You’re Out on the Water. We chose to focus on boating as a verb and the amazing experiences the sport offers. By creating a culturally relevant campaign that showcases how Discover Boating is a beacon, or portal, for life on, in and under the water, we’re able to attract a new generation of Freedom Seekers who want to discover new things, appreciate life, and have childlike fun.
Solution
See You Out Here. The campaign shifts boating from a status symbol to an experience, inviting everyone, no matter what stage of life or background, into the sport. Rather than featuring images of megayachts and fiberglass, we spotlighted modern boating through real stories of individuals whose lives are enriched through the experiences that boating provides. These stories were amplified through partners such as Telemundo, Ebony, and ESPN.
Relevancy
By honoring the next generation of boaters, from the first Black student athlete in Louisiana to receive a scholarship for bass fishing, to a couple finding a shared love and appreciation for life on the water, to an award-winning National Geographic photographer committed to marine conservation, our campaign successfully resonated with our target audience and helped increased awareness of the Discover Boating brand among current and future boaters.
