BIA campaign expands
The Discover Boating campaign expands into Victoria and Tasmania, inspiring participation across all budgets and craft types.
18 November 2024
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The Boating Industry Association (BIA) has introduced its ‘See You Out There’ campaign as part of the Discover Boating advertising initiative, marking its expansion into Victoria and Tasmania for the first time.
Running from 15 November 2024 to 15 February 2025, the three-month campaign aims to encourage participation in recreational boating across all age groups, genders and experience levels.
As a top marine industry body in Australia, BIA says it represents the interests of the sector, businesses and boating enthusiasts. The not-for-profit organisation promotes responsible boating while advocating for greater participation in boating as a lifestyle.
With the peak boating season approaching, BIA’s new campaign highlights a wide range of activities suitable for all budgets, focusing on accessibility and inclusivity.
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The campaign also aims to inspire both newcomers and experienced boaters, showcasing paddle craft, sailing boats and powerboats as ways to enjoy Australia’s waterways.
“Australia has some of the best waterways in the world and boating is a great way to experience the great outdoors, whether it is by power boat, sailing boat or paddle craft,” says BIA CEO Andrew Scott.
“Boating really offers something for everyone. That includes mental and physical health benefits because science has proven that on a boat, feel-good hormones (dopamine, serotonin, oxytocin) increases, while stress (cortisol) decreases.”
In Australia, over 2.5 million people hold powerboat licences, and nearly 1 million registered vessels are in operation, alongside countless non-motorised craft such as paddle and small sailing boats. BIA data reveals that 1 in 10 Australians hold a boat licence, personal watercraft make up 10 percent of registered vessels (the fastest-growing segment), 85 percent of boats are under 6 metres in length, and 60 percent of boating trips are under four hours.
The campaign’s expansion into Victoria and Tasmania builds on the 2023 campaign, which reached 7.5 million TV viewers, delivered 5 million digital impressions, and achieved over 3 million video views. The 2024 iteration continues with the tagline “Adventure Awaits. See You Out There” and features TV personality Andrew “ET” Ettingshausen, known for Escape Fishing with ET, as its spokesperson.
“Being out on the water has many benefits, from fishing and relaxing to creating memories with friends and family,” says Ettingshausen. “Boating offers something for everyone. 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.”
The 2024 Sydney International Boat Show, held in August, drew close to 42,000 attendees, with BIA reporting survey data indicating that 73 percent believed boating promotes a healthy lifestyle and 87 percent viewed it as a social or family-oriented activity.
Supported by Century Batteries, GMSV, Marine Rescue NSW, and the Boating Industry Association of Victoria, the 2024 campaign will be featured across television and digital platforms, as well as through BIA’s social media and email marketing efforts.
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