As part of Discover Boating’s strategy to help the industry’s collective effort to expand the market for boating, the brand collaborated with Meredith Media Group, the largest digital and print publisher in America and owner of Shape, the leading active lifestyle brand for women, reaching 675,000 visitors per month, to produce meaningful content that engages current and next generation female boaters. Since launching the 30-second version of the co-branded “Seeking the Present” video last month, the clip has generated 2.8 million viral views.
“It’s exciting to see our viral video is resonating with the female audience as a result of our work with Shape, a partner we intentionally worked with to help authentically tell the story of why boating is beneficial to our wellness and social connections,” said Kevin Williams, Vice President of Marketing, NMMA. “This comes on the heels of the success we’re seeing with the Callejas content, another highly authentic piece that has made an impact with our target Hispanic audience. In total, Discover Boating’s YouTube views for the past five months have reached nearly 11 million views, allowing us to share our message across all three of our segments – core, growth and emerging audiences.”
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