The Discover Boating brand, powered by NMMA and MRAA, is focused year-round on expanding the market and growing boat ownership while retaining current boaters. Through new campaigns/partnerships and unifying marketing assets under one brand, Discover Boating has created the destination for all-things boating in the U.S. and Canada.
As a result of these marketing initiatives in Canada, DiscoverBoating.ca site traffic was up 60% in FY23, with more than 15 million video views, 9.2 million search engine impressions and 70,000 people connected with manufacturers and dealers through website referrals.
Aligned with efforts in the U.S., Discover Boating campaign programming in Canada is focused on engaging three target audiences: Core, Growth and Emerging segments. In 2022, there were over 10 million Canadians living in Canada between the ages of 25 and 44, 5.47 million males and 5.3 million females, which was the most out of any age group. In 2023, the median age in Canada is 40.6 years.
The Discover Boating team recently met with the NMMA Canada board of directors to share marketing results from the FY23 campaign and outline plans for the coming year, including:
DiscoverBoating.ca
- New and optimized blog content tailored to the Canadian market.
- Continued optimizations to drive manufacturer referrals.
Paid Search
- Year-round paid search targeting current and future boaters.
- Targeting users researching boat types and boat dealers.
- Partnering with Google to enhance ad performance through user behavior and engagement tracking.
- Building out French-translated Google Ads to reach French speaking consumers.
Dealer Finder
- Continue connecting boat buyers to nearby dealers.
- Grow the Canadian Dealer Finder database.
Media Campaigns
- Tailoring Canadian influencer campaigns to resonate with the Canadian consumers.
- Ongoing YouTube campaigns driving views, traffic and awareness.
- Compelling SYOH campaigns and stories for young affluents, metro outdoors, and vacation boater audiences.
Click here to see a visual presentation of Discover Boating efforts in Canada or visit b2b.discoverboating.com for brand resources. |