Discover Boating: Making Waves

Category: Small Budget—Products
Brand/Client: Discover Boating / National Marine Manufacturers
Primary Agency: space150

STRATEGIC CHALLENGE

Beyond Bad

The boating industry was hit even harder than the automotive industry. Revenue from boat sales plummeted by 42% over the last two years,1 causing industry titans like Genmar2 and Fountain Powerboats3 to file for bankruptcy. Countless boat dealers and marinas have followed suit. It is a luxury purchase. It is expensive to maintain. It is expensive to use. It requires a sizeable time commitment.

Giving Back Funding Dollars

Funding for the boating associations comes from monies paid by the boat brand manufacturers. Times had gotten so tough that the boat companies wanted their money back. The result: the marketing budget was cut by almost 90%.