The Brunswick Boat Group (BBG), headquartered in Knoxville, TN, is the largest maker of recreational boats in the world. BBG manages the Brunswick Corporation’s extensive 45-boat brands. Hornsby Brand Design was commissioned to focus on the following brands:
Bayliner (the world’s largest manufacturer of recreational boats, entry level)
Maxum (mid to hi-end recreational boats)
Meridian (hi-end, luxury, recreational boats and yachts)
The challenge was to develop content for each of these brands’ websites that would provide interesting, relevant, and important information while evoking a sense of community, brand loyalty, and edutainment among the Brunswick boat owners. The goal was to provide user-focused, engaging content, while at the same time highlighting and promoting prominent dealer relationships.
Solution
Creating, researching, and writing articles in magazine format on various topics included the following:
Safety (included Coast Guard laws and recommendations, PFDs, BUI, kids & boating,
pets & boating, strategic planning, rescue, refueling and fire extinguishers, boat check-up, boating education, etc.)
How To’s (included reading navigational charts, tying nautical knots, boat care,
trailering your boat, boating terminology, boating etiquette, AtoNs, weather, etc.)
Lifestyle (included trip features, state-by-state destinations, romance, entertaining
onboard guests, onboard education and tips for kids, etc.)
Human Interest (included women in yeomen history, globalization and its origins in the history of maritime law, feature articles such as a Maxum used in a rescue effort, “This month in nautical history”, etc.)
