RACV Marine making waves on the Victorian Boating Industry

02-May-2019
RACV Marine will for the second year be the naming rights sponsor of the Melbourne Boat Show and rather than being a passive sponsor RACV Marine has been working closely with the organisers, BIA Victoria, to bring new energy to the boat show format.

This year one of the stars of the TV show Wicked Tuna Dave Marciano will be on stage and will also be doing meet and greets on the RACV Marine stand during the show. “Based on the social media feedback we have received his appearance has generated an enormous amount of excitement and interest in attending the RACV Marine 2019 Melbourne Boat Show this year already” according Neil James, RACV General Manger of Leisure Products.

“We have also been working with the BIA to make sure that not just fishing is on the stage but also that water skiing, wakeboarding and PWC’s are also represented on stage with interesting presentations to encourage greater attendance to this year’s show and to support the broader range of exhibitors” says Neil James.

While RACV has insured boats for many years it is the last 18 months that RACV Marine has lifted its profile to now be a serious competitor in the marine industry, not only for insurance but also for boat finance and marine batteries. This is the result of several clever moves that have included acquiring the naming rights last year for the 2018 Melbourne Boat Show under the noses of the established boat insurance players.
They have also done a battery sponsorship with the Victorian branch of the Australian Volunteer Coast Guard which provides the Coast Guard with RACV marine batteries for their vessels. “This has help us confirmed the quality of the RACV marine batteries and their profile” says James.

These activities have been cleverly promoted by RACV Marine through social media and working closely with TV fishing show and Charter operator Savage Seas and local Victorian fishing celebrity Charlie Micallef.

“We have focussed much of our marketing on social media, especially Facebook, to get our message out” says Neil James. Their social media has focussed on providing information to Victorian Boaters rather than just straight out promotion of their services. Articles on access to on water fuel in Port Phillip and Western Port, on water dinning and the need to winterise your motors have all proved popular on these networks.

Their latest activity the Victorian Ramp Survey highlights their proactive approach to marketing activity. The ramp survey follows the Victorian Government’s commitment to invest in improving boating facilities. An opportunity RACV Marine saw as a way of engaging with our Members and boaters generally to understand the condition of boat ramps throughout Victoria and to hopefully influence both State and Local Governments on where improvements are most needed. The results of this this survey are now available and have been embraced by both the Boating Industry Association of Victoria and VR Fish.

“All these activities are paying off as the profile of RACV Marine continues to grow” says Neil James “we are seeing growth in all our marine products from boat insurance, finance and batteries which in a market that has little growth is very pleasing”

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