BOSTON Mascola Advertising pushes several product lines in new ads for Raymarine, a provider of electronic systems for recreational boats.
The New Haven, Conn., agency is breaking its first major campaign for the British company this month in publications such as Saltwater Fisherman, Saltwater Sportsman, Boating, Yachting and Florida Sportsman.
One execution, promoting Raymarine's L770D and L1260D high-definition fish imaging products, shows a view of the ocean from behind a set of fishing rods. "The fish finder is now obsolete," reads the copy, placed above photos of the systems and the images they generate.
Another ad, also touting the imaging equipment, features the image of a large fish coming out of the water alongside more product shots. Copy reads, "You'll never look at fish the same way again."
Both ads highlight the systems' ability to see through "surface clutter," zero in on individual targets and get a more accurate reading of seafloor conditions.
A third effort focuses on the client's RC435 chart plotter, touting its compact size, affordability and improved performance.
Additional executions launching different products will break this summer, according to Sam Tuttle, senior account manager at the agency. An interactive campaign is also planned, he said.
Raymarine spent $1-2 million on advertising in 2002, per TNS Media Intelligence/CMR.
Independent Mascola picked up Raymarine's ad account in February. Public relations duties are handled by the Walker Agency in Phoenix.