A new life on a hundred-year story.
Since 1923, Raymarine has been a trusted, leading name in the marine electronics industry. But, due to stiff competition and product-forward advertising, their brand story was getting lost in a sea of sameness for their boaters and anglers in the United States. The writing was on the wall: They had to do something different. And that’s exactly what we did.
Our Approach:
Leave doubt in your wake.
When it comes to marine equipment, there is no room for error and doubt. Boaters and anglers need reliable products they can count on. So, we tapped into that emotional need in order to give Raymarine a new, refined voice that exudes confidence, rugged reliability, and trust. We combined influencer partnerships, lifestyle branding, and creative storytelling to deliver a brand refresh and 360 campaign that spoke directly to the hearts of those who dare the deep.
Not just a new brand; a campaign with bite to launch it.
From the logo to becoming a lifestyle brand, we recommended a significant shift, found a compelling new storyline, and reinvigorated the brand to be forward-thinking yet in tune with the lifestyle of boaters and anglers. We helped support it on the website, as well as through an integrated digital and social media plan to break through the noise.
And launch we did, with plenty of depth.
It doesn’t get better than the Coast Guard’s stamp of approval.
There’s saying your product is trustworthy, and then there’s actually backing it up. The fact that the U.S. Coast Guard was already relying on Raymarine only reinforced our messaging, and having them as brand ambassadors spoke volumes to our audience.
Putting the pros at the helm of the story.
We also partnered with a wide network of pro ambassadors and influencers to capture their own content and show just how well Raymarine’s equipment holds up, even in the toughest waters.
