NMMA increases media investment for 2025 boat show season
The National Marine Manufacturers Association (NMMA) has announced a 30 per cent year-over-year increase in its media investment for the 2025 winter boat show season.
NMMA says this increase, approved by the board, is part of its efforts to address the “evolving economic landscape” and “meet customers where they are” to ensure the boating lifestyle remains accessible and appealing.
With discretionary spending impacted across sectors, NMMA’s strategy includes earlier market engagement, aiming to maximise visibility and excitement for Discover Boating Boat Shows.
Discover Boating Boat Shows include events such as the Miami International Boat Show (12-16 February 2025), the Palm Beach International Boat Show in March, the Fort Lauderdale International Boat Show in October, and the Atlanta Boat Show, which starts on Thursday 9 January and runs until Sunday. The newest addition is the Mid-Atlantic Boat Show in Charlotte, North Carolina, which NMMA acquired from Southeast Productions in December.
The expanded media campaign incorporates various channels, including traditional TV and radio, streaming and digital platforms, print, billboards, and other outdoor advertising in high-traffic areas such as transportation hubs. Social media, digital ads and search are also key components, alongside activations like influencer campaigns, partner collaborations and promotions.
Public relations efforts, initiated earlier in the year, have generated over 175 news mentions for Discover Boating Boat Shows, producing a publicity value of $297,000 and approximately 286m impressions, according to the association.
