USA's LaserPerformance urges sailors to take a ‘sick day’

by Marine Business World on 23 Apr 2010 The USA LaserPerformance sailboat manufacturer will debut a new brand campaign in April. The campaign is titled 'Sail Legendary.' It builds on the passion of dinghy sailing and the excitement of sailing a small boat - but in making calling in 'sick' to take a day off work part of its program is it treading a fine fine .

'Since we became LaserPerformance two years ago we’ve been building the brand to be broader than the products we sell and the services we supply. We want it to be representative of the lifestyle of the sport itself. To accomplish this, we have to give LaserPerformance a distinctive voice and personality. We believe the message and attitude represented in Sail Legendary does just that,' said Chip Wilkerson, VP Marketing.

The first execution is entitled 'Sick Day' and features LaserPerformance’s own production manager calling in 'sick' to take advantage of epic sailing conditions. The idea behind this concept is that whether you sail at the very highest level of the sport or just messing around on a local lake, LaserPerformance makes boats that allow you to create your own 'sick day'.

Check out the debut of the Sick Day video at: www.laserperformance.com.

The campaign includes several print executions along with a variety of digital media properties intended to appeal to LaserPerformance’s tech savvy customer.