The Boating Industry Association Ltd (BIA) has reported strong results from its national ‘See You Out There’ advertising campaign, with significant growth in reach, engagement and audience connection across Australia.
Delivered as part of the Discover Boating initiative, the campaign ran from 1 November 2025 to 15 February 2026 and aimed to inspire Australians to experience the freedom, connection and wellbeing that comes from spending time on the water.
BIA CEO Andrew Fielding said the campaign’s performance demonstrated the impact of a coordinated, industry-led approach to promoting boating as a leading lifestyle activity.
“The results we’ve seen this year are extremely encouraging, with strong growth across both television and digital channels,” Fielding said.
“We’ve been able to reach more Australians than ever before, while also driving deeper engagement with the boating lifestyle. This is critical to supporting participation and ultimately, the long-term strength of our industry.”
The campaign delivered more than 49 million impressions across television and digital channels, representing a substantial increase on the previous year.
Sydney by Sail – BIA Discover Boating campaign
Quintrex – BIA Discover Boating campaign
Television performance was a standout, generating more than 39 million impressions, an increase of over 100 per cent year-on-year, supported by a significant uplift in advertising activity.
Digital channels also delivered strong results, with:
- 9.9 million impressions
- 5.1 million video views
- 2.45 million full video completions
“These results show that not only are we reaching large audiences but the content is resonating,” Fielding said.
“High video completion rates and strong engagement metrics indicate Australians are connecting with the message and seeing boating as an appealing lifestyle choice.”
The campaign focused on attracting new participants to boating, while also re-engaging lapsed boaters and reminding existing participants to get back on the water.
Creative content centred on family, lifestyle and on-water experiences proved particularly effective, with imagery showcasing connection, enjoyment and outdoor activity driving the highest levels of engagement.
In addition to paid advertising, the campaign was supported by BIA’s owned channels, including social media and email marketing, helping to further amplify reach and maintain engagement with boating audiences.
The Discover Boating campaign forms part of BIA’s broader strategic focus on growing participation in boating and supporting a strong, resilient marine industry.
Fielding said the success of the campaign would directly benefit BIA members by increasing awareness, generating interest and driving consumers towards marine businesses across the country.
“Promoting boating at a national level is essential to supporting our members’ businesses,” he said.
“When more Australians see boating as something they can access and enjoy, it creates real opportunities across the entire industry – from sales and services to marinas, training and tourism.”
The campaign was supported by key industry partners including Century Batteries, GMSV, Club Marine and BIA Victoria.
BIA will continue to build on the campaign’s success, with future initiatives focusing on expanding reach, strengthening engagement and further positioning boating as one of Australia’s most rewarding and accessible lifestyle activities.
For more information on how to Discover Boating visit: discoverboating.com.au
