Aimed at the more than six million people in Canada who already enjoy boating, as well as potential newbies, Discover Boating Canada will bow a national campaign on March 24.

With the general theme that ‘life is better with a boat,’ the initiative includes national television and online advertising. English and French 30-second television ads will run on specialty cable networks including Discovery Channel, Outdoor Life Network and Sportsnet, along with 10-second break-leads airing on TSN and RDS. Online advertising featuring executions that tie into the TV spots will show off activities such as tubing and pose the question: ‘What’d you do this weekend?’ This element will begin concurrently with the television commercials, and feature leader board, big box and skyscraper ads along with search engine marketing.

The campaign creative was developed by Carmichael Lynch in Minneapolis and adapted by Toronto’s Blue Moon Productions, with Genesis-Vizeum handling the media buys.

In an interesting additional wrinkle, all the creative executions will encourage viewers to visit DiscoverBoating.ca to order a free How to Get Started in Boating DVD.