Parts marketing is a major business area for our client. It is also one that is continuously under attack from pirate manufacturers and suppliers.

Imarco developed and managed a communication platform and strategy to differentiate 'original' parts from non-branded equivalents.

Because the campaign was included as part of a broader strategy of added value marketing, the promotional messages headlined the benefits in terms of a non-interrupted leisure time at risk rather than technical comparisons.

Point of sale and dealer support material was included within the programme that ran in eight languages in the European boating media. The campaign messages were also featured strongly at 14 boat show venues in Europe over two years.