Mascola Advertising has launched a print campaign promoting marine equipment from Lewmar. It's the first salvo for the yacht equipment supplier since the agency picked up international marketing chores for the client.
The campaign coincides with the expansion of U.K.-based Lewmar's product line following the company's recent acquisition of rivals Whitlock Steering Systems and Simpson-Lawrence.
Spending is estimated in the low seven figures.
The New Haven, Conn., agency targets businesses and boaters in ads that break next month in trade and consumer publications.
One ad features a photo of a young boy and an older man in 1950s-era garb—representing the company's heritage—next to a shot of a sleek new boat full of sailors enjoying a thrill.
Text between the photos poses the question, "When did you first learn the importance of control?" Additional text describes Lewmar's steering, anchoring and other vessel-control systems.
Another ad reads, "Lewmar. We started in Control. And we stayed there."
The ads are aimed at boat manufacturers and retailers as well as consumers looking to renovate their boats. "With the proper control system comes greater enjoyment of yachting," said creative director Chad Vorbrich.
The campaign carries no tagline.
The ads are running in consumer magazines including Sail, Sailing World, Yachting World, Cruising World and Seahorse. They will also be featured in trade journals such as International Boating Industry.
Additional executions will follow throughout the year, Vorbrich said.
Copywriter Matt Sawyers and art director Ben Quinn also worked on the Lewmar campaign.
Mascola has worked for Lewmar's U.S. operations since 1999, adding the global account this year. Other clients of the agency, which has developed a niche in the marine world and in travel and tourism, include Vanguard Sailboats, Sail America, Mystic & More Convention & Visitors Bureau and Bradley International Airport.