The NextWave campaign received the highest honor for Best Promotional Campaign Strategy in the Content Marketing Awards, a program that has been honoring the world’s top content marketing efforts through media including print, Web and video since 2004. Produced by Dino Publishing, NextWave, a campaign to promote the technology and design innovations of Sea Ray Boats, was an honoree from among more than 800 entries worldwide—including submissions from The Walt Disney Company, Volkswagen, Allstate Insurance and College of Charleston—in the competition presented by the Content Marketing Institute.
Sea Ray, a Brunswick Corporation company, is the world’s largest manufacturer of superior quality pleasure boats and an industry leader in innovation. NextWave heralded a 24-month initiative to redefine the boating experience across all Sea Ray platforms. Boasting an impressive lineup of more than 40 models ranging from 17 to 61 feet, Sea Ray prides itself on a commitment to precision, innovation and meticulous craftsmanship.
“The Sea Ray brand is our flagship, and we are always focusing on the next step, for design and technology, to improve just how enjoyable boating can be,” said Andy Graves, Brunswick Boat Group President. “Two of Sea Ray’s brand pillars—The Boldest Vision, The Finest Craftsmanship—were supported by the general theme of innovation encompassed in NextWave. Our latest and most cutting-edge advancements, introduced in this campaign, raised the bar industry wide and will heavily shape the products we will bring to market over the next two years.”
For NextWave, Dino Publishing created a rubric for framing Sea Ray’s product innovations—including Quiet Ride, Dynamic Running Surface and TrueJet technologies, and design breakthroughs including SkyFlow Design and Concealed Outboard Propulsion—that greatly impact owner experiences. The name, the NextWave logo and other graphics reflect the Sea Ray “wave” that is the company logo. The color palette for the campaign reflects the brand colors, and the clean, precise and modern design of the materials reflects the future of Sea Ray.
“The best content has a strategic purpose,” said Dino Publishing President Douglas A. Leik. “Otherwise it is simply a distraction. Smart content marketing that understands an audience’s point of view will always be effective. This award recognizes a strong strategic partnership between us and our Sea Ray client, and our ability to develop their innovation strategy into a coherent and easily comprehended program that communicates their technology advantages to their customers and prospects. That’s the heart of what we do: conceive strategies that advance our clients business drivers and then create and deliver content that supports the strategy.”
Winners will be announced at CMI’s Content Marketing World, to be held at the Cleveland Convention Center in Ohio September 9-11. The event is the largest gathering of content marketing professionals in the world, with attendees from more than 26 countries. The Content Marketing Awards recognizes excellence in content marketing agencies, as well as achievements made by brand-side marketing professionals around the execution of content marketing. The winners were judged and selected by an all-star panel of leading industry influencers and experts in content marketing.
About Sea Ray
Founded in 1959, Sea Ray is the world’s largest manufacturer of superior quality pleasure boats. Sea Ray is headquartered in Knoxville, Tenn., and operates as part of the Boat Group division of Brunswick Corporation. With more than 40 models ranging from 18 to 61 feet, Sea Ray makes a boat for every lifestyle—each built with a unique commitment to quality, craftsmanship and excellence throughout. Additional information about Sea Ray is available at searay.com.
About Dino Publishing
Dino Publishing initiates customized customer communication programs to meet the strategic branding, acquisition and retention needs of its clients. Dino Publishing creates custom magazines, both printed and digital, and integrated marketing campaigns for its clients to help cement them as integral parts of their customers’ lives.