Bayliner Boating 101 Campaign

Brunswick launched The Hull Story campaign to assist Bayliner in attracting first-time boat buyers by addressing common misconceptions about boating. The initiative included a downloadable guide that simplifies the boating lifestyle, featuring glossaries, expert interviews, and curated recommendations aimed at easing entry barriers. This consumer-research-driven editorial strategy tackled fears such as the complexity of boating and the perception that it is time-consuming. Distributed through targeted social media ads, the guide acted as an entry point into Bayliner’s email nurture series, enhancing the brand's image as a supportive resource for novice boaters. The campaign successfully generated qualified leads and reinforced Bayliner’s commitment to making boating accessible and affordable for everyone.