The Boating Industry Association Ltd (BIA) launched its ‘See You Out There’ advertising campaign as part of the Discover Boating initiative which includes its debut extension into Victoria and Tasmania in 2024.
With peak boating season nearing, this three-month campaign is designed to inspire newcomers and lapsed boaters by showcasing the diverse array of activities possible across all budgets.
BIA CEO Andrew Scott said, “Australia has some of the best waterways in the world and boating is a great way to experience the great outdoors whether it is by power boat, sailing boat or paddle craft.
“Boating really offers something for everyone. “That includes mental and physical health benefits because science has proven that on a boat, feel-good hormones (dopamine, serotonin, oxytocin) increases, while stress (cortisol) decreases,” he said.
With more than 85 per cent of the population living within 50km of the coast, it is little wonder that almost one in five households have a boat or watercraft.
Australia has more than 2.5 million people with a licence to drive a powerboat, with close to one million registered vessels and a countless number of non-motorised craft (such as small paddle and sail craft) which do not require registration or licensing.
Key statistics issued earlier this year by the BIA identified that;
- 1 in 10 Australians have a boat licence
- 970,000+ registered boats
- 10 per cent of registered vessels are personal watercraft, fastest growing segment
- 85 per cent of boats are under 6m
- 60 per cent of boating trips are up to 4hrs duration
The BIA aims to grow participation in boating by encouraging more people to enjoy the water, whether they’re new to the experience or seasoned enthusiasts. The campaign showcases the inclusivity and accessibility of boating across all ages, genders and budgets – from paddle and powerboats to sailing – fostering a lasting, positive association with the boating lifestyle.
The Sydney International Boat Show in August attracted almost 42,000 attendees with 73 per cent agreeing boating promotes a healthy lifestyle and 87 per cent saying boating promotes a social and/or family activity.
Last year the campaign reached seven and a half million viewers on TV, five million digital impressions and more than three million video views, and the 2024 campaign aims to capture new audiences with the call to action of “Adventure Awaits. See You Out There.”
TV personality Andrew “ET” Ettingshausen of the long-running show Escape Fishing with ET is the voice to the TV commercial and digital video assets and brings his raw enthusiasm for all things boating.
ET said, “Being out on the water has many benefits, from fishing and relaxing to creating memories with friends and family. Boating offers something for everyone. I’d encourage all new boaters to educate themselves before hitting the water, from safety equipment to having the right marine batteries installed, there are plenty of resources available to learn more via the Discover Boating website.”
The campaign runs across NSW, QLD, SA, VIC and TAS from 15 November to 15 February and is supported by Century Batteries, GMSV, Marine Rescue NSW and Boating Industry Association of Victoria. The campaign will feature across TV and digital channels, along with BIA’s own social and email marketing.
For more information visit discoverboating.com.au
