Discover Boating NZ focuses on try before you buy in

by Jeni Bone on 17 Nov 2009 Launched in the first week of November, the New Zealand “Discover Boating” program will reach its public with a newspaper campaign in the Sunday Star Times, a user-friendly and entertaining website, including ‘boating babe’, and an entirely different financial model from those use in the US and Australia.

“Kiwis and Australians don’t like to be charged up front,” explains Chairman of Discover Boating NZ, Bob Tait. “They like to see a little, taste a little and then, once they’re confident it will work, they’re happy to buy in.”

Tait, whose own expertise is drawn from a lifetime in the marine industry, heading up Diversified Products NZ Ltd – a marine accessory distribution company – as well as over 20 years as a Board Member of the MIA, seven years as President, and recently appointed life member.

The now in recess Australian Program, according to Tait, was faced with a number of insurmountable hurdles, including being modelled on the levy template. the members were expected to subsidise it a substantial part of the program.We went the other way. We have dug into industry coffers. We realise it has to walk before it can run and it needs industry support in the form of acceptance and enthusiasm.”

Explains Tait: “It’s all about people. The media campaign and website were all launched together, we engage a group of partners also in the marine industry and took it public. Once manufacturers and industry see how it’s working, other people will want to join up.”

On its side, New Zealand has a willing public with an appetite for the outdoors, all living within one or two hours of the coast line, mature infrastructure and most importantly, a cohesive industry.

“Unlike Australia, where you have seven different states and seven BIAs or MIAs, we’re a single nation with a single overarching body. You can achieve consensus. There’s not as much duplication of resources, the costs aren’t as high and there’s not as much likelihood of friction.”

The message to the NZ public is loud and clear: “Boating is the perfect antidote to busy lives.”
“This is not a hard sell,” says Tait. “With our coastline, there’s plenty of opportunity for everybody. But Discover Boating is not about luxury superyachts. This is a grassroots program, involving kids and boating. We are targeting people who’d be interested in sailing,fishing, kayaking,Power Boats and sailboats, 7m and below.

'Once the need is there, the dream to own a bigger boat may develop. But it has to be reasonable and accessible.”

More at www.discoverboating.co.nz