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BIA WA gets proactive with boating campaign

by Jeni Bone on 21 Nov 2011
family fun of boating theme of the campaign BIA WA Nikki Joyce www.biawa.asn.au
Members of the BIA of Western Australia have banded together to fund a boating TV commercial that according to the organisation, 'focuses on Family, Friends, Fun, Fishing and Finance (affordable)' as key elements, to encourage people to get in to boating.

Says Sherry Donaldson: 'It is generic and does not feature one product over another, it has a mix of WA, Australian and imported boats as all three are important to BIAWA members who sell and service them.'

The ad will be broadcast on Channel 9, GEM and GO! regional channels from now until 4 March when the City of Joondalup Hillarys Boat Show advertising will kick in.

'During that time we have also had the Department of Transport Summer Safety Campaign and the Rottnest Safety Campaign Advertising to complrment it,' explains Sherry, adding that they have enjoyed substantial media support and assistance from sponsors.

To fund the ad, members contributed $250 by way of a special levy in addition to Sponsor and BIAWA contribution.

'The whole thing is member driven,' says Sherry who says the initiative came about 'when a group of members suggested that we invited all BIAWA members to be part of a steering group to look at what could be done to promote the industry'.

'A steering group consisting of 10 members met and it was decided that we would make a commercial to back onto the Mandurah boat show which was only two weeks away. We found the best deal from the networks and asked all members to request that footage from their suppliers be sent direct to Channel 9. Channel 9 selected the footage and produced a commercial. Members were invited to a meeting to view the commercial and those present endorsed the campaign and the levy.'

Sponsorship packages were also offered at the meeting and Club Marine took Gold Plus Sponsorship, GE Finance took Gold sponsorship and Challenge Marine, R Marine, Leisurecat, BRP/Evinrude GME Electrophone all took Silver Sponsorship. Muhling Marine, Allboats, Roadmaster Trailers and Mandurah Motor Marine took Bronze Sponsorships.

'The BIAWA is really proud that its members are so proactive and, when an opportunity is identified, can mobilise so quickly. As one member so eruditely put it 'We can either do nothing and go broke for sure or we can do something and maybe we will still go broke, but maybe we will make a difference and live to fight another day!'

More at www.biawa.asn.au

Take a look at the new campaign, showing now on WA TV.

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