The Discover Boating campaign has forged a strategic media partnership with VICE TV to show boating programming aimed at VICE’s key 18- to 34-year-old target audience.
VICE will run the Discover Boating videos “Anthem” and “Hooked,” the National Marine Manufacturers Association said in a statement this morning. There also will be a short documentary related to fishing from personal watercraft.
“VICE brand partnerships and video productions resonate in youth culture because they tell stories through the lens of connection, culture and identity,” said NMMA vice president of marketing Kevin Williams. “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.”
Discover Boating also has media partnerships with ESPN and Ebony Media this summer.
