C-L Launches Initial OMC Work

Print Campaign Re-christens Boatbuilder’s Seven Brands
CHICAGO–Minneapolis agency Carmichael Lynch will highlight seven core brands in its first work for Outboard Marine Corp.
Print campaigns will break in January issues of boating enthusiast magazines, account director Scott Beck said. The work will tout the 1999 models of OMC’s Evinrude and Johnson motors, as well as the Chris-Craft, Four Winds, Stratos, Hydro-Sphere and Javelin boat lines.
The campaigns follow a strategy announced earlier this year that the Waukegan, Ill.-based company would “relaunch” itself, in part by creating specific identities for its boat brands.
Through separate campaigns for each boat and engine, the agency will “help reposition each of the brands so they have a specific, targeted audience,” Beck said.
For instance, the agency will target OMC’s Chris-Craft line toward older, more affluent boating enthusiasts by drawing upon the brand’s 125-year history.
Through darkly tinted photographs of water and boating, the ads position the brand as “a part of the American landscape,” Beck said.
One execution shows a boat’s wake, with the headline, “Is it possible the road to heaven isn’t a road at all?” The campaign is tagged, “One hundred and twenty-five enchanting summers.”
The campaign is designed to bring back a boat that had disappeared from many recreational boaters’ radar, Beck said.
Other ads will position the Stratos brand as a high-end fishing boat, and Evinrude as the ultimate outboard engine, Beck said.
OMC spent $2.8 million on advertising last year, according to Competitive Media Reporting.
Bell estimated that spending for all seven brands would be in the $3-5 million range.