The National Marine Manufacturers Association (NMMA) will launch its Grow Boating campaign this month and start a $12 million marketing blitz targeting U.S. consumers.
The marketing campaign includes national advertising buys, direct mail and other initiatives the industry hopes will connect with potential boaters.
In November, the NMMA promoted Steve Tadd to head the new initiative. Previously the Discover Boating program director at NMMA, Tadd serves as the primary liaison for NMMA staff members and the six committees of the Grow Boating initiative as well as the industry as a whole. In addition, he will work with the various industry segments to develop new funding models, develop a governance model and create a long-term strategy for Grow Boating.
Industry stakeholders in the initiative met in February, just prior to the Miami International Boat Show, to share updates on all Grow Boating programs, including Dealer and Product Certification, Water Access and the Discover Boating ad campaign.
A newly redesigned Grow Boating Web site, GrowBoating.org, was launched earlier this month and features several new and updated elements to help manufacturers and dealers become involved with the Grow Boating Initiative and the value-added programs it offers.
Visitors to the site, which serves as the industry’s interface with the Discover Boating campaign, will be asked to register and log-in to receive detailed industry information.
Once registered, GrowBoating.org allows contributing manufacturers to upload, update and verify information displayed on DiscoverBoating.com. psb
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