Campaign Plans & Coverage
Discover Boating delivers 1.8 million people to manufacturer sites in 2014
In our fiscal year (October 2013 – September 2014), Discover Boating grew people’s awareness for (and interest in) boating in the U.S. and Canada. The growth is thanks to the new video documentary series, Stories of Discovery; a partnership with country star Jake Owen; social engagement on Facebook, Twitter, YouTube, Instagram and Pinterest; advertising; and, public relations.
As a result, our marketing campaign generated 1.2 billion media impressions—
a 42% increase over 2013 (more impressions=more awareness), not to mention positive perception of boating has increased year-over-year. In 2014, 91% of people said they felt more positive about boat ownership after seeing the Stories of Discovery video series, a 10% increase over last year’s campaign (Annual Discover Boating Brand Tracker, 2014).
How does awareness help sell boats? It starts by leading more people to DiscoverBoating.com/.ca to learn about becoming a boat owner. Discover Boating websites attracted 3.4 million visitors in 2014—a 38% jump over 2013.Since
DiscoverBoating.com/.ca is a boating lifestyle website, it doesn't have boat model specs or pricing, so site visitors can take two paths to get to boat dealers and manufacturers:
1) Fill out a form to be contacted by participating stakeholders at a later time
2) Go directly to a participating manufacturer’s website
Around the internet, people are tightening their privacy habits and looking to reduce the number of email as they receive. As a result, on DiscoverBoating.com/.ca, more people are choosing to visit manufacturer sites. In 2014, Discover Boating sent 1.8 million people to manufacturer websites to shop – an 83% increase over 2013 and a strong indicator of the campaign’s success.
"When the industry agreed to develop Discover Boating in 2003 it recognized the need for a national marketing campaign to attract new boaters and that they could be far more cost effective utilizing Discover Boating instead of individual companies doing it on their own,” said Carl Blackwell, Discover Boating president. “Seeing our awareness efforts driving more people to our stakeholders' websites is an invigorating reminder of our mission."
We encourage all boat manufacturers to check their website traffic using Google Analytics (or by contacting Kathy Stensby (U.S.) / Tracey Hart (Canada) to learn more) to see how many people DiscoverBoating.com/.ca sent to your site.
Click here for Discover Boating results at-a-glance (shown above) you can share with staff, members or other stakeholders.
Discover Boating & Country Star Jake Owen: Inspiring Fans to Experience Life on the Water
Discover Boating announced it will be presenting sponsor for chart-topping country artist Jake Owen's Days of Gold 2014 tour to inspire his millions of fans and concertgoers to discover life on the water. An avid boater and angler, click on the video below to hear from Jake himself how his popular music is influenced by “what it feels like to be out on the water."
Tools for Dealers (for Easy Download)