The Boating Industry Association (BIA) of Australia has launched its Discover Boating campaign ahead of an expected busy summer season. The three-month, multi-channel advertising campaign is designed to promote participation in boating and the boating lifestyle to millions of people nationwide.
BIA president Darren Vaux says interest in boating and the boating lifestyle in Australia remains strong, and now is the time to build on this interest and keep the momentum going.
“BIA is spearheading a collaborative advertising campaign by industry, aimed at promoting participation in boating across Australia,” says BIA president Darren Vaux. “Boating has proven a standout choice in leisure activity nationwide and we aim to keep it that way.
“The campaign will highlight that boating is good for the body and mind; that being in, on, or around water helps reduce stress and promotes a sense of wellbeing otherwise known as the ‘Blue Mind’.”
The campaign connects people to the BIA’s Discover Boating website which contains information for people new to boating, those returning and those who are already passionate about the lifestyle. People visiting Discover Boating will also find the new BIA Marketplace which is an aid to finding the boat of your dreams, accessories and services from trusted BIA members.
In Australia, it is estimated that five million people go boating each year and there are more than 920,000 registered boats and countless non-registerable watercraft such as small paddle and sail craft. According to the BIA, national industry turnover is up 11% on the previous year and employment is up 9%.