The Boating Industry Association Ltd (BIA) has announced the 2024-25 expansion of its popular ‘See You Out There’ campaign, part of the Discover Boating initiative. For the first time, the campaign will extend its reach to Victoria and Tasmania, inspiring more Australians to embrace the boating lifestyle.
Running from 15 November 2024 to 15 February 2025, this three-month campaign targets newcomers and lapsed boaters, showcasing the accessibility, inclusivity, and diverse experiences boating offers across all budgets.
Boating for Everyone
With more than 85 per cent of Australians living within 50 kilometres of the coast, boating is a natural fit for enjoying the outdoors. BIA CEO Andrew Scott highlighted the benefits of boating, stating:
“Australia has some of the best waterways in the world, and boating is a great way to experience the great outdoors, whether by powerboat, sailing boat or paddle craft. Science has proven that boating increases feel-good hormones while reducing stress, offering both mental and physical health benefits.”
Statistics from the BIA emphasise the popularity of boating in Australia:
- 1 in 10 Australians holds a boat licence.
- Over 970,000 registered boats, with personal watercraft as the fastest-growing segment.
- 85 per cent of boats are under six metres, with 60 per cent of trips lasting less than four hours.
The campaign promotes boating as a lifestyle for all ages and genders, whether through paddle crafts, powerboats, or sailing vessels.
Campaign Highlights
The ‘See You Out There’ campaign will feature TV personality Andrew “ET” Ettingshausen, host of Escape Fishing with ET. His passion for boating is front and centre in TV and digital ads, encouraging Australians to explore the water.
“Boating is about creating memories, relaxing, and enjoying life with friends and family. I’d encourage all new boaters to educate themselves about safety and equipment through resources like the Discover Boating website,” said ET.
Supported by Century Batteries, GMSV, Marine Rescue NSW, and the Boating Industry Association of Victoria, the campaign will run across TV, digital platforms, social media, and email marketing in New South Wales, Queensland, South Australia, Victoria, and Tasmania.
Last year’s campaign generated:
- Seven and a half million TV viewers.
- Five million digital impressions.
- Over three million video views.
The call to action, “Adventure Awaits. See You Out There,” aims to capture new audiences and reinforce boating as an accessible and healthy lifestyle.
