Introducing a new type of vessel to an audience with deep-seated traditions would be tough. So, we didn’t try to upend their way of doing things. Our “Quality of Life, Carefully Crafted” campaign was aimed at anglers who had done their time in cramped boats and were ready to graduate to more comfort, luxury and quality time with family on the water. Big Day developed the brand and created the campaign assets for video, print and online media.
It’s easy to assume that a picture of a boat on the water is a picture of a boat on the water. But, we knew that we were dealing with a discerning audience that valued a brand that understood their local waterways. That’s why we did our campaign shoots in four different locations—Minnesota, Missouri, Arkansas and Florida. This ensured we could tailor our visuals so that our prospective buyers in different geographies had an easier time seeing themselves at the helm of a Reata pontoon boat.