Boating Association Debuts $50 Million Campaign

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The National Marine Manufacturers Association is launching a $50 million marketing campaign to promote recreational boating and boat ownership using advertising and interactive marketing.


As part of the campaign, the association will allow people to register on its Web site to get a DVD with testimonials from a range of boaters. Registrants will be asked whether they wish to receive future mailings. This data will lay the foundation for other mail campaigns, said Ellen Hopkins, director of communications for the association, though the exact nature of such campaigns has yet to be decided.


The association also will launch a redesigned Web site with more interactive features, including a new research function that lets users match boats to their particular needs.


The campaign is part of the Grow Boating initiative, with the $50 million budget to be allocated over three years. The budget encompasses spending on marketing, water access and dealer certification. Funding has been pulled together from manufacturers, dealers and other associations across the recreational boating industry.


The campaign will include cable television and print ads. The effort is expected to generate more than 1.63 billion consumer impressions.


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