Delivering news to consumers about the benefits of the boating lifestyle is important to helping them Discover Boating. The following press releases have been distributed to consumer news media throughout North America.

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2011 Discover Boating Results

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FY2011 DISCOVER BOATING HIGHLIGHTS

Interactive Marketing

• DiscoverBoating.com
  • Visits: 1,182,992 million – up 148% from FY2010.
  • Unique visitors: 948,615 – up 146% from FY2010.
  • Page views:  3.3 million – up 147% from FY2010.
  • Usage trends data indicates that by 2014 more people will access the Internet using smartphones than desktop computers—that’s why DiscoverBoating.com went mobile-friendly. Site visitors using smartphones are now automatically redirected to a site optimized for smartphones. IN FY 2011, site visits from a mobile device to Discover Boating increased 323% compared to FY 2010.
• Discover Boating’s Facebook page
  • Fans: 219,000 – the Facebook campaign generated close to 400 million impressions and 227,000 clicks.
  • Invited customers, friends and family out on the water using Discover Boating’s Welcome to the Water boat trip planner on Facebook.

Public Relations 

• Delivered 109 million earned media impressions, a 27% over the year’s goal.
  • More than 15 placements appeared in national media (print, online and broadcast), including five as part of a national sports radio tour.
  • Top placements include: The New York Times, USA Today, CBS Money Watch, CNBC.com, MSN.com, MensFitness.com, Chicago Tribune, Miami Herald.
  • Tapped former Major League Baseball player, Jack Morris, to bring boating to the airwaves this summer via a national sports radio tour comprised of more than 20 interviews. Morris, who is also an avid angler and boater, is currently a broadcaster for the Minnesota Twins.

National Recognition

• Discover Boating’s 2010 Making Waves campaign was awarded a Gold Effie for best small budget campaign in North America —a top advertising award based on marketing results.

Point-of-Sale

• Welcome to the Water window clings and bumper stickers are available to industry stakeholders up on request at no cost.
  • Details for ordering are available on GrowBoating.org, under the ‘Tool Kit’ section.

Research

• Annual boating participation study
  • Found 32% of U.S. adult population went boating at least once in 2010, up from 28%. 
  • Provides demographics for boating participants as well as for boat owners and measures changes in the purchase pyramid (which showed a 5% increase in those who are actively planning on purchasing a boat in the next 12 months).

Discover Boating Canada

• Targeted national TV campaign featuring new Welcome to the Water spot.
  • Impressions: 18,300,000 viewers

• DiscoverBoating.ca
  • Impressions:131,451,882 (9% over targeted impressions)
  • Clicks: 218,448 (up 118% from FY2010)
  • Mobile site adapted for English and French Canada.
• Discover Boating Canada’s Facebook page
  • Impressions:
  • Clicks: 17,566
  • Fans: 18,913
  • Boat trip planner adopted for Discover Boating Canada (English) use.