Adventure awaits

The BIA has launched a three-month marketing campaign to inspire people to venture into the world of boating.

02 November 2023


Australian marine industry body, the Boating Industry Association (BIA), has launched a new advertising campaign as part of its Discover Boating initiative.

With the peak boating season approaching, the three-month See You Out There campaign is set to inspire and welcome new participants into the world of boating, showcasing the diverse array of activities accessible across budget ranges.

The campaign creative focuses on promoting the boating lifestyle, evoking a sense of adventure and excitement, with a call to action of Adventure Awaits. See You Out There. The media buy is comprised of a mix of digital advertising and TV, and is supported by BIA-owned channels across social and email marketing.

BIA CEO Andrew Scott explains that promoting the boating lifestyle and growing participation in boating is part of BIA’s strategic business plan and key priorities.

“Boating has long been cherished by Australians as a standout leisure activity, offering a great variety of experiences for individuals, families, and friends alike, from fishing and water sports to cruising and sailing,” he says.


“The See You Out There campaign is a testament to the BIA’s commitment to promoting the boating experience and driving increased participation,” continued Scott.


These days, retired Rugby League legend and boating ambassador Andrew ‘ET’ Ettingshausen can be found spending most of his days with a rod out on the water filming his long-running fishing show Escape Fishing with ET.

“There’s nothing quite like being on a boat, it really is an amazing escape,” he says.

“A good day out on the water is a safe day, and I’d encourage all new boaters to educate themselves before hitting the water, from safety equipment to having the right marine batteries installed, there are plenty of resources available to learn more via the Discover Boating website”.




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