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Boat Builder Awards NominationCategory | Retail MaRketing initiativesCampaign | 420 OutRage launch

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The arrival of the 420 Outrage—Boston Whaler’s largest and most sophisticated model

ever—marked the beginning of a new chapter for this legendary brand. Remarkably

smooth-riding, endlessly versatile and incredibly comfortable, the 420 Outrage is as

capable an offshore fishing vessel as it is a prime entertaining platform. So to give this

extraordinary new boat a proper introduction to the boating public, Boston Whaler

launched a multipronged campaign—one that would entice consumers and generate

significant buzz, centered on the rallying theme “Like No Other.” This campaign

accelerated toward the boat’s formal debut at the Fort Lauderdale Boat Show, while

creating a product story that will resonate for years to come.

Like No Other4 2 0 o u t r a g e

take a viRtual tOuR

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VIP UNVEILING EVENTFt. Lauderdale Boat Show | October 30

Boston Whaler 420 outrage

Like no oth er…

Retail MaRketing launch Wheel

10 Building Expansion Events

Print Collateral 6

Website Presence 8

13 Advertising

11 Media Coverage

14 Boat Demo Initiatives Pre-Launch Initiatives 4

Boat Show Presence (including Launch) 9

The launch of the 420 Outrage was broken into eight segments, with multiple initiatives in each. The goal was to create excitement, curiosity and a strong appetite for the product before it was even seen, and then provide the boat to satisfy those needs, both at launch and during ongoing hands-on experiences.

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PRe-launch caMPaign: cOncePting Phase

Years of design and engineering work went into the development of the 420 Outrage. Through the talents and hard work of Whaler’s dedicated team, the company’s largest model ever evolved from a kernel of an idea into a fully developed craft. Along the way, Boston Whaler gathered feedback from consumers and dealers and thoroughly incorporated these insights, to result in a boat that exceeded all expectations.

click tO Watch the videO

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PRe-launch caMPaign: MiaMi inteRnatiOnal BOat shOW

Each year, the Miami International Boat Show draws discerning customers and esteemed members of the boating press from all around the world. In this venue of heightened appetites for the “next big thing,” Boston Whaler began to tease the coming 420 Outrage with promises of what was to come. An email campaign laid the groundwork; an intricately detailed scale model and press event at the show set the tone.

scale model click tO Read

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PRint cOllateRal: BROchuRe

During the development stage of the boat, in the absence of model photography, Boston Whaler commissioned a series of lifelike renderings that facilitated the pre-launch campaign by enabling viewers to peer into the future and see the completed boat. This imagery was featured in a high-end brochure, a piece that marries the tangible (key features and specifications) with the emotional (the Whaler brand message).

click tO vieW the BROchuRe

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PRint cOllateRal: full-line catalOg

Naturally, as the 420 Outrage joined the esteemed Whaler lineup, it also took its place in the model year 2015 full-line catalog. The boat was given two full spreads, plus a complete listing of features and options.

click heRe tO vieW catalOg

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dedicated MicROsite

Boston Whaler also provided customers with a dedicated home for product details: the online 420 Outrage microsite, an extension of BostonWhaler.com. This “deeper dive” into the product features interior and exterior images of the boat, descriptions of key features, a complete downloadable spec sheet, video, links to product reviews and more. It also facilitates sharing via social media channels—further encouraging product buzz to spread organically.

click heRe tO vieW the site

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fORMal launch: fORt laudeRdale inteRnatiOnal BOat shOW

VIP UNVEILING EVENTFt. Lauderdale Boat Show | October 30

Boston Whaler 420 outrage

Like no oth er…October 30 | 7:00 PM – 8:00 PM

Bahia Mar Marina | Slip #C300-310

VIP UNVEILING EVENTBoston Whaler 420 outrage

Like no oth er…AdMiSSiOn TiCkeT

bw_FLIBS_ticket_2014.indd 1 10/27/14 10:02 AM

S e e t h e l a r g e S t W h a l e r m o d e l e V e r a n d m u c h m o r e i n F t . l a u d e r d a l e !

Come to the Ft. Lauderdale International Boat Show, October 30 to November 3, to witness the debut of a boat like no other: the brand-new 420 Outrage. Boston Whaler’s largest model ever is an exquisite example of cutting-edge design, unparalleled comfort and breakthrough technology. Meet with friendly Whaler representatives and learn the ins and outs of this incredible boat.

Several additional models will also be available to step aboard and explore, including the ruggedly sophisticated 345 Conquest, the versatile 270 Dauntless, the award-winning 230 Vantage and many others. With both an in-water display at the Bahia Mar (Slip #C300–310) and an indoor showcase at the Broward Convention Center (Booth #2037), Boston Whaler will be the talk of Ft. Lauderdale. We hope to see you at the show!

come For a debut like no other

Ft. Lauderdale Boat Showoctober 30 - noVember 3

As the traditional “kick-off” to boat show season, the Fort Lauderdale Boat Show is a prime opportunity to introduce a game-changer like the 420. (A major announcement in October starts a ripple effect that will carry through the remainder of the season.) On the first night of the show, Boston Whaler hosted a VIP Unveiling Event, inviting select customers and members of the media to enjoy cocktails, hors d’oeuvres and an exclusive first look at the new 420. The event was followed with a press release and broadcast on all social media channels.

VIP Unveiling Event

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Building exPansiOn

B o s t o n W h a l e r Ribbon-Cutting EvEnt

Exclusive Invitation

With the introduction of the 420 Outrage, Boston Whaler didn’t just talk a big game; they committed to winning it. The company made a 10 million dollar investment into shoring up its manufacturing facility, adding more than 58,000 square feet of under-roof manufacturing space, including state-of-the-art equipment, and creating more than 46 new full-time jobs. All this to ensure that high demand for the new product would be met, and customers fulfilled. Whaler celebrated the expansion in January with a Ribbon-Cutting Ceremony, well attended by the media, representatives from local and state government, and Whaler’s employees.

click heRe tO vieW inviteclick tO Watch the videO

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Media cOveRage: inteRnatiOnal PRess

Not surprisingly, the 420 Outrage garnered considerable attention in the press, both domestically in the U.S. and internationally. The boat earned a cover of several major publications, countless featured articles, and favorable reviews.

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Media cOveRage: dOMestic PRess

In addition to coverage in major boating publications, the 420 Outrage received a glowing third-party review from BoatTest.com. Boston Whaler also dedicated a feature article and a cover to the boat in its consumer publication, WHALER Magazine.

click heRe fOR the

full RevieW

Third-Party Review

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adveRtising

Boston Whaler launched a full-court press to introduce the boat via traditional advertising channels, including both print and digital. The spectacular ad creative leveraged high-quality renderings and compelling, on-brand messaging. A custom e-newsletter, distributed to BOATING magazine’s substantial database, served to drive additional traffic back to product-specific areas of BostonWhaler.com.

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launch suPPORt—BOat deMO initiatives

Several of the first 420 Outrage models ever produced were designated as the launch campaign “Support Vessels.” These popular boats made appearances throughout boat show season and beyond, ferried by Boston Whaler representatives to support events in various markets. Models were outfitted to demonstrate a range of available features and options: with and without a hardtop and fly bridge; different hull colors; and featuring quad black 300-hp and quad white 350-hp Mercury engines. In addition, a 420 was present for two organized group trips to the Bahamas, cruising to both Bimini and the Abacos, and in the process giving attending owners the chance to spend a significant time on the boat in a relaxed, real-world setting. The notion of devoting a million-dollar boat to local demos and week-long events is a rarity among boat manufacturers—yet the effort paid off in terms of emotional investment from dealers and consumers alike.

boston whaler demo days 1

Saturday, February 21 MiaMi, FL

Miami.Whaler.Days_2015.indd 1 2/4/15 3:39 PM

B O S T O N W H A L E R DEMO DAYS

SATURDAY, NOVEMBER 8 FT. LAUDERDALE, FL

Ft Lauderdael Demo Days_2014_Layout 1 10/16/14 10:38 AM Page 1

The 420 in the Abacos

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launch suPPORt—BOat deMO initiatives

September 2014 Wally Castro Marine – Fajardo, Puerto Rico

October 2014 Ft. Lauderdale Boat Show – Ft. Lauderdale, FL

November 2014 Ft. Lauderdale Demo Day – Ft. Lauderdale, FL

MarineMax Ft. Myers – Ft. Myers, FL

Ft. Myers Boat Show – Ft. Myers, FL

December 2014 Yacht Expo – Captiva Island, FL

January 2015 Ribbon Cutting Event – Edgewater, FL

MarineMax Ocean Reef Event – Key Largo, FL

Azumit Owners Event – Key West, FL

February 2015 Miami International Boat Show – Miami, FL

Media Test Day – Miami, FL

March 2015 Palm Beach Boat Show – Palm Beach, FL

April 2015 MarineMax Event – Ft. Myers, FL

Boston Whaler Captiva Rendezvous – Captiva Island, FL

MarineMax Event – Sarasota, FL

Suncoast Boat Show – Sarasota, FL

June 2015 Boston Whaler Bimini Rendezvous Bimini Islands, The Bahamas

July 2015 Boston Whaler Abacos Adventure The Abacos Islands, The Bahamas

August 2015 MarineMax Lobster Bash – Bimini Islands, The Bahamas

September 2015 Russo Marine VIP Event – Danvers, MA

Russo Marine Demo Event Opportunity Danvers, MA

Newport Boat Show – Newport, RI

Norwalk Boat Show – Norwalk, CT

MarineMax Demo Opportunity – Norwalk, CT

Since it was built, the 420 Outrage has visited or is slated to visit the following locations for display and demos:

October 2015 Whalertowne Demo Event Opportunity Chesapeake Bay, MD

Annapolis Boat Show – Annapolis, MD

MarineMax Event – Pompano, FL

November 2015 Ft. Lauderdale Boat Show – Ft. Lauderdale, FL

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For more inFormation, please contact Traci Davis at (386) 409-6419 or traci.davis@whaler.com.

See the 420 Outrage in actionvieW the PleasuRe BOating videO