Brunswick : Mercury Marine launches new Go Boldly global brand campaign
January 12, 2017 at 12:25 pm EST
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FOND DU LAC, Wis. (Jan. 12, 2017) - Mercury Marine, the world's leading manufacturer of recreational marine engines, today announced a new brand message and global advertising campaign focused on enhancing the boating experience. The campaign, 'Go Boldly', inspires confidence while capturing the high level of excitement and energy around the Mercury brand. To promote this new approach to consumer marketing, Mercury has created aGo Boldly video and enhanced web presence that shows off the spirit of self-assurance the company brings to boaters around the world.
'We set out to develop a powerful and ownable brand essence for Mercury Marine that will compliment and accentuate our world-class products,' said Michelle Dauchy, Mercury Marine chief marketing officer. 'Go Boldly creates an emotional connection with our customers with the goal to create an unprecedented level of brand loyalty that we hope will create customers for life.'
The new brand creative was designed with the help of Miami based Markham & Stein, an agency with more than a decade of work in the marine industry. The idea of Go Boldly was fashioned to differentiate Mercury Marine from the competition while strengthening relevance with core customers and building brand loyalty across the entire product line.
'Through extensive consumer research around the world, we saw a real opportunity to direct our marketing efforts towards the end consumer,' said Dauchy. 'Our job at Mercury Marine is to empower boaters to enjoy their time on the water and create life-long memories. Go Boldly embodies that aspirational pursuit of adventure and how Mercury creates those memories for the boater.'
The new creative assets will be featured in various forms of media and have been integrated into Mercury's trade show displays for the 2017 boat show season.
About Mercury Marine
Headquartered in Fond du Lac, Wis., Mercury Marine is the world's leading manufacturer of recreational marine propulsion engines. A $2 billion division of Brunswick Corporation (NYSE: BC), Mercury provides engines, boats, services and parts for recreational, commercial and government marine applications, empowering boaters with products that are easy to use, extremely reliable and backed by the most dedicated customer support in the world. Mercury's industry-leading brand portfolio includes Mercury and Mariner outboard engines; Mercury MerCruiser sterndrive and inboard packages; MotorGuide trolling motors; Mercury propellers; Mercury inflatable boats; Mercury SmartCraft electronics; Attwood marine parts; Land 'N Sea marine parts distribution; and Mercury and Quicksilver parts and oils. More information is available at mercurymarine.com.
Brunswick Corporation published this content on 12 January 2017 and is solely responsible for the information contained herein. Distributed by Public, unedited and unaltered, on 12 January 2017 17:25:04 UTC.
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Brunswick Corporation designs, manufactures and markets recreational marine products, including marine propulsion products and boats, as well as parts and accessories for the marine and RV markets. Its segments include Propulsion, Engine Parts and Accessories (Engine P&A), Navico Group and Boat. The Propulsion segment designs, manufactures and sells engines, controls, rigging, and propellers globally. The Engine P&A segment sells products such as engine parts and consumables including oils and lubricants, electrical products, boat parts and systems, and also includes its marine parts and accessories distribution businesses. The Navico Group segment designs, develops, manufactures, and markets products and systems for the marine and RV, specialty vehicle markets. The Boat segment consists of the Brunswick Boat Group (Boat Group), which manufactures and distributes recreational boats, and Business Acceleration. Its boat brands include Boston Whaler, Lund, Sea Ray and Bayliner.