Bayliner expands interactive marketing efforts with MarketSmart Advertising

PRLog (Press Release) - Mar 12, 2007 -
Leader in recreational boating triples its online advertising budget

MORRISVILLE, N.C. (March 12, 2007) – Bayliner Boats, a leader in the $37 billion recreational boating industry, is extending its relationship with MarketSmart Advertising, a full-service, integrated marketing communications firm and part of Think Partnership’s (AMEX:THK) Think Advertising division.  Following the success of its recent interactive marketing and Internet advertising efforts, this internationally-known boat manufacturer has tripled its interactive advertising budget.

MarketSmart Advertising will work with Bayliner to develop and implement a comprehensive online advertising strategy, including paid search, banner ads, online sponsorships and creative alliances.  Each of these tactics will complement the company’s traditional advertising campaigns.

“In the boating industry, where traditional advertising is the preferred route, Bayliner has broken the mold,” stated Geoff Lamm, interactive media planner at MarketSmart Advertising. “The company first tried interactive advertising last year, and realized much success. They are now making interactive marketing a part of their comprehensive campaigns.”

“Our online advertising results have been phenomenal,” said Matt Guilford, director of marketing with Bayliner. “In just over a year, our online advertising evolved from a minor experiment to become the cornerstone of our advertising campaign. Bayliner is the number one boat brand because we make it easy to have fun on the water and we’re responsive to input from our customers.”

Guilford continued, “Online advertising is a natural extension of this philosophy.  This form of advertising allows us to track how customers respond in real time and adjust our campaigns accordingly. We’re also able to take findings from our online programs and apply them across traditional marketing channels.”

Based on the success of the Bayliner campaign, MarketSmart Advertising has also been retained to provide Internet advertising services for Maxum Boats and Trophy Boats.

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About Bayliner Boats
For more than 50 years, Bayliner has made it easy to have fun on the water. The best-selling fiberglass boat brand in North America, Bayliner offers bowriders, cuddys, deck boats and cruisers to customers around the world. Bayliner is part of the Brunswick Boat Group’s US Marine Division. For more information on Bayliner, visit www.bayliner.com.

About US Marine
US Marine is an operating division of the Brunswick Boat Group, which is owned by Brunswick Corporation (NYSE: BC). US Marine includes Bayliner, Maxum and Trophy Boats and Meridian Yachts. US Marine’s prominent brands are renowned for offering outstanding value, accomplished through use of the Process Resource Optimization (PRO) System™ to deliver better boats at better prices.

About MarketSmart Advertising
MarketSmart Advertising is a full-service, integrated marketing communications firm located in Morrisville, N.C.  Part of Think Partnership Inc. (AMEX:THK), an international leader in interactive performance-based marketing and related Internet technologies, MarketSmart Advertising has offered world-class advertising, marketing and branding services since 1991.  Over the years, the agency has grown to meet its clients’ needs by adding an audiovisual production house, a public relations department and mystery shopping services.  The advertising agency is currently ranked as the third largest in the Triangle region by the Triangle Business Journal.  For more information, contact MarketSmart Advertising at (919) 463-9680 or visit the agency’s Web site at www.marketsmart.net.

Contact:  
Lia Luisi
WordSmith Communications
(919) 463-9680
lluisi@marketsmart.net