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SOURCE Nemo Design
PORTLAND, Ore., May 7, 2014 /PRNewswire/ -- Towsports like wakesurfing and wakeboarding are exploding in popularity, and MasterCraft Boats is making it easier for everyone to get in on the action this summer.
The premium brand's new NXT series is aimed at a younger, entry-level audience. Set to release in May, the price-point NXT series is a bold stroke for premium performance brand MasterCraft. To introduce the world to NXT, MasterCraft turned to its Brand Design Agency of Record (AOR), Nemo Design.
The campaign features a 6-part video series directed by Jeff Tremaine (MTV's Jackass; Wild Boyz) and starring Motocross/Nitro Circus star Travis Pastrana and wakeboarding legend Parks Bonifay. The crew brings an amped-up, infectiously fun take on pitching product.
The videos will roll out on the stars' social media channels (with lofty impact; Pastrana has 5.3 million+ Facebook likes), and can be viewed by visiting www.mastercraft.com/nxt. The campaign also includes print ads, a digital site, dealership collateral, and more.
"When premium brands introduce entry-level products to young audiences, it's essential to embrace customer experience and culture, as opposed to just product features," said Nemo Design Creative Director Mark Lewman about the NXT, which, at a price tag of approx. $50k, offers the opportunity to own a MasterCraft for a payment of under $400/month. "To us, that meant showing the camaraderie and good times that come with owning a boat. MasterCraft immediately recognized the value of this genuine approach to its customers."
Nemo Design became engaged with MasterCraft in 2010 for a comprehensive rebrand of the then-undisciplined heritage boat brand. Nemo's goal was to provide focus, a strong voice and compelling creative to re-center their marketing efforts. MasterCraft credits Nemo's branding efforts as a driving factor in the company's refresh, which has seen dramatic increases in revenue and recent new boat lines selling out in advance of release.
The 34-person Portland-based Nemo Design collaborates with clients to build CORIZONTAL™ brand value – finding core insights that resonate with broad audiences. Other current Nemo clients include outdoor/action sports, consumer electronics and youth brands such as Converse, Nike, Oakley, JVC and Mammoth Mountain. Learn more at www.nemodesign.com.
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