For the first time in U.S. boating history, marine products manufacturers will spend millions of dollars promoting the benefits of recreational boating and boat ownership.
The National Marine Manufacturers Association’s “Grow Boating” campaign and $12 million marketing blitz includes national advertising buys, direct mail and other initiatives that the industry hopes will connect with potential boaters whose free time is growing more fractionalized.
“Our goal is to make the two best days in a boater’s life every Saturday and Sunday,” said Thom Dammrich, president of the National Marine Manufacturers Association, during a presentation to industry leaders at the recent Miami International Boat Show.
Yamaha, one of the largest marine product brands in the world, agreed to contribute hundreds of thousands of dollars in support of the campaign. Yamaha is optimistic that the money spent will further the strategies the company launched internally to make boating more attractive for families.
“We have been engaged in promoting boating as a great family activity for a number of years now and we are gratified to see the entire boating industry joining us in this endeavor,” said Mark Speaks, president of Yamaha WaterCraft. “There is plenty of evidence indicating that families that boat together are healthier, happier and more successful. Any parent that has been boating with their family understands what a great way this is to renew the ties that bind the family together.”
Yamaha WaterCraft Group is one of the few companies in the boating industry enjoying double-digit growth and is a major voice behind the industry’s Grow Boating campaign. To meet the needs of new entrants to the boating lifestyle, Yamaha offers new, fully featured family watercraft starting around $7,000.
According to federal studies looking at U.S. recreational trends, 65 million Americans reported that they go boating annually, and 28 million Americans reported that they ride personal watercraft.