Discover Boating campaign throws spotlight on brand ambassadors

David Murphy

Discover Boating, powered by the National Marine Manufacturers Association (NMMA) and Marine Retailers Association of the Americas (MRAA), have launched a campaign honoring the next generation of boaters.

With the surge in demand for boating, the recreational boating community has seen an increase in participation by younger, more diverse audiences from all backgrounds. Recognizing these evolving interests and needs, Discover Boating partnered with creative and media agency Cutwater, to capture the joy, freedom, and inclusivity of life on the water.

The campaign, titled ‘See You Out Here’, invites long-time, new, and prospective boaters to join life on, in, and under the water in a unifying voice. 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 narratives feature each brand ambassador’s unique history and relationship with boating. ‘Hooked’ spotlights Khristian Rousseve, the first Black student athlete in Louisiana to receive a scholarship for bass fishing. ‘Captain Jana’ chronicles licensed captain Jana Zontek and her wife, Cindy, finding a shared love and appreciation for life on the water. ‘Depth of Field’ takes a glimpse at the adventures of Andy Mann, an award-winning National Geographic photographer committed to marine conservation.

The campaign is running across TV, digital, and social, including partnerships with 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 Boating’s rebrand and digital transformation.  

“Together with Cutwater, we created this campaign as an invitation to the next generation of boaters by sharing the fun, freedom, inclusivity, and sense of community unique to life on the water,” said NMMA Vice President of North American Marketing, Kevin Williams. “Through this campaign and the compelling stories of Khris, Jana, Cindy and Andy, we are talking to people who may not have historically seen themselves in boating but are excited by where a boat can take you, the adventures to be had, and the memories to be made.”