Discover Boating
Discover Boating
AGENCY: ICF NEXT
Overview:
Your friend with a boat
Discover Boating programs focus on increasing participation and creating interest in recreational boating by demonstrating the benefits, affordability and accessibility of the boating lifestyle. And it’s done all while educating potential boaters and offering opportunities to experience the fun and togetherness of being on the water while on a boat. The most important aspect of getting people interested in buying a boat is getting them to experience what it’s like on the water.
Problem:
Younger adults don't commit to big purchases
For the past five years, the average age of a boat owner increased from 53 to 57, making the lifetime economy of the average boater shrink each year. Boating needs to connect with younger generations as an accessible option for recreational fun with their non-committal lifestyle.
Insight:
Boating is f*cking awesome
Anyone who has been out on a boat knows its rejuvenating powers. In that moment, nothing else in life seems to matter. Today, it is hard for families to find activities that hold the attention and curiosity of all age groups. By showcasing different endeavors and strong connections that inevitably happen on the water, Discover Boating can ignite an interest in boating.
Execution:
A digital and TV campaign that created an emotional connection with water activities for younger families looking to connect outdoors away from digital devices was developed.