My Role

In order to launch the world’s most powerful towboat engine, I was tasked with the creation of a show-stopping display at the Miami International Boat Show. With an overwhelming reaction and consumer demand, I worked cross-functionally to execute a limited-edition marketing campaign for the XStar S Piranha. The limited run of 25 boats sold out in less than 24 hours and generated $8.2M in sales for the company.

Marketing Strategies

create media buzz

On owned channels, we were able to build curiosity with a teaser campaign that drove eyes to an official announcement on social, web, and consumer email. In tandem, our PR agency worked to gain coverage in earned media relative to a male audience outside of our consumer funnel.

offer exclusivity to drive demand

As the first limited edition model release for MasterCraft in five years, we were able to give customers a feeling of exclusivity while testing a response to new design and innovation. Ultimately, the XStar S Piranha release helped to increase sales in upgrades to the new Ilmor Supercharged 6.2L engine for the 2023 model year.

convert competitor customers

Through a thorough consumer research study, we were able to determine what drove buyers to competition. Bright and flashy colors, exclusive innovation, and powerful performance on the water would help to attract competitor customers to MasterCraft, a brand they typically viewed as “traditional” and “family friendly.”

Media Highlights

Click images below to view articles and content.