For the Finnish boatbuilder boating is about experience, and the best way to sell that to consumer, is to live that experience. The company’s co-founder Jan-Erik Viitala tells IBI about why you’ll never see images of beautiful people sipping Champagne in its ad campaigns, and why authenticity is key to ...
Axopar is one of a growing number of leisure marine firms re-thinking traditional ‘boating’ marketing techniques. Capturing the imagination of a new legion of boaters is key… and you can’t fake it
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