Discover Boating, a next-generation pipeline program to increase awareness and participation in recreational boating, tapped BML to raise awareness and drive web traffic for its online tools created to get would-be boaters on the water.
To get things afloat, the agency crew leveraged the Miami International Boat Show to introduce key media outlets to Discover Boating, with coverage from the show hitting during prime boat purchase season. Next, we coordinated a range of unique immersions for top-tier media and influencers throughout peak boating season. The campaign culminated with the enlistment of a prognosticating fish (yup, we did) who predicted six more weeks of boating.
The results created positive waves of national media coverage that effectively delivered Discover Boating’s messaging that supports the joy and ease of boat ownership.