Discover Boating, powered by the National Marine Manufacturers Association (NMMA) and Marine Retailers Association of the Americas (MRAA), has hooked up with creative and media agency Cutwater to launch a campaign honoring the next generation of boaters. The recreational boating manufacturer and retailer industry trade groups together represent the $45 billion marine industry. Cutwater was tasked with capturing the joy, freedom, and inclusivity of life on the water. The campaign, spearheaded by Cutwater Founder and CCO Chuck McBride along with Executive Creative Director John Norman, is titled “See You Out Here” and invites long-time, new and prospective boaters to join life on, in and under the water. It includes an original content library anchored by a brand anthem film and the real stories of passionate boaters turned brand ambassadors throughout the country.
The pieces were directed by Founder Anson Fogel of Camp4 Collective. Editorial was lead by Kenji Yamauchi from Lost Planet.
The media strategy boasts a buy across tv, digital, and social media channels as well as partnerships with the likes of YouTube, Facebook, Instagram, TikTok, VICE, ESPN, Ebony, and Telemundo. The work marks the first campaign following NMMA’s appointment of Cutwater as its creative and media agency of record along with Discover Boatings refreshed visual identity also co-developed by Cutwater.