Women enjoying boating and fishing in the United States is at an all-time high of 17.9 million participants, according to the National Marine Manufacturers Association. Yamaha WaterCraft wants to be the brand that women think of first when considering a boat or personal watercraft purchase with the launch of an innovative, experiential marketing campaign created to grow interest and comfort in boat ownership.
Women Run the Water is a multi-year initative that begins this month with a paid media campaign, earned and owned social media storytelling, Yamaha-branded Women Run the Water apparel, and an experiential Women’s Water Break activation partnering with major corporations to offer women the opportunity to unwind during the workday.
“The face of today's boater is more diverse than ever, and we must speak to that diversity when representing the Yamaha brand,” according to Yamaha WaterCraft Marketing Manager Leslie Zlotnick. "It’s important that women see themselves as boat owners and drivers versus casual participants in the boating lifestyle.”
The popularity of recreational boating is at an all-time high right now, especially with new, non-traditional boaters and Yamaha Boats and WaveRunners® has certainly been a beneficiary of that with current inventory levels at an all-time low.
“That's why we must expand our reach and be the brand that speaks to these new, emerging buyers the best, with the goal of creating a Yamaha customer for life,” said Zlotnick.
To learn more, visit womenrunthewater.com.