Discover Boating and Vice TV partnership

The National Marine Manufacturers Association in the US, which powers Discover Boating, has signed a strategic media partnership with viral content producer Vice TV as part of its 2022 national marketing campaign. The marine organisation says that as a leading network among 18-34 year olds, Vice TV reaches 65 million homes, helping Discover Boating invite the next generation to experience life on the water.

Running on Vice TV are two of Discover Boating’s videos — Anthem and Hooked — as well as a custom short documentary about fishing aboard a personal watercraft, which can be viewed below.

“Vice brand partnerships and video productions resonate in youth culture because they tell stories through the lens of connection, culture and identity,” says Kevin Williams, NMMA’s vice president of marketing. “With more than three-quarters of our target audience looking for brands who engage with their audience through that very lens, partnering with Vice helps us build a connection between Discover Boating and what ‘see you out here’ can mean to the next generation of boaters through a familiar, authentic and human-centric voice across platforms and formats.”

Earlier this month, Discover Boating also launched a new influencer programme on TikTok as part of its 2022 marketing campaign.

The Discover Boating and Vice partnership is aimed at further amplifying the joy of boating among the industry’s growing and emerging target audiences.

Additional Discover Boating strategic media partnerships this summer include ESPN and Ebony Media.

Discover Boating exists to retain the influx of new boaters, invite the next generation of boaters to get started, and connect and excite current boat owners.