The shortlist is now in for the Retail Marketing Award, sponsored by Saltwater Communications, one of six award categories at this year’s inaugural IBI-METS Boat Builder Awards for Business Achievement in association with Raymarine.

Boston Whaler, Riviera, Sea Ray Group and Dominator are the four companies that the judges felt stood out from the crowd, each one of them using both innovative and comprehensive strategies to boost brand presence and sales.

Boston Whaler garnered praise for its 420 Outrage Launch Campaign, which saw the US boatbuilder invest in a multi-pronged ‘hearts and minds’ approach that included extensive print and digital media campaigns, establishing memorable boat show presences, demos and beyond.

Fellow US builder Sea Ray also impressed with its promotion of its 19 SPX model, both in the way it carved out a presence for the sportsboat at shows and its adoption of Virtual Reality software.

Riviera’s Festival of Boating was also thought by the judges to be an exciting and dynamic way of extending the brand. Held annually within the Gold Coast International Marine Expo, the Festival welcomes Riviera and Belize owners and aspiring owners from around Australia and the world and features over 70 free educational seminars to help boaters gain skills and confidence, and ticketed social events across four days.

Rounding out the shortlist is Italian boatbuilder Dominator and its Ilumen Virtual Reality system, a groundbreaking technology that has the potential to be a game-changer in how builders present their product to potential clients.

The winner of the Retail Marketing Award will be announced with other category winners at the gala dinner at the Maritime Museum in Amsterdam on the night of November 18th.

News of the other category award winners will be announced over the coming few days.

Headline sponsored by Raymarine, the Boat Builder Awards for Business Achievement are organised jointly by IBI and METSTRADE.

To purchase tickets to the event or for more information, visit