bote

The Background

BOTE is an outdoor lifestyle brand that blends design, aesthetics, and functionality to create innovative watercraft and gear for outdoor enthusiasts. Initially focusing on stand-up paddleboards, BOTE aimed to enhance the experience through optimized designs. Over time, the product line expanded to include inflatable kayaks, floating dock systems, and other innovative watercraft, continually embracing individuality and innovation.

THE ASK: Develop a campaign that introduces new customers to the Hybrid Collection while embodying the BOTE lifestyle.

Project Timeline: 7 Days

Role: Strategist

Strategy: Aisha Cheeks | Art Direction: Anja Korenc

THE CHALLENGE

THE CHALLENGE

A person standing on a paddleboard with a paddle in their hand, on a body of water.

BOTE’s premium price point creates a barrier for consumers unfamiliar with the lifestyle, making it crucial to find and engage the right audience. Shifting cultural trends toward outdoor recreation and wellness presents an opportunity to position the Hybrid Collection as an investment in adventure. The challenge is effectively communicating this value while overcoming cost perceptions.

OUR AUDIENCE

Through survey reports and social listening, we found that our target audience, the Wanderlust Professional, is yearning for a way to disconnect and rediscover balance. They are fitness-focused outdoor adventurers who crave weekend escapes.

They want adventure, but the lines between work and life become so blurred that they don’t truly clock out.

  • Wanderlust Professionals are affluent, city-dwelling adventurers (ages 25-45) who live near water—coastal, river, or lakeside—seeking escapes from their daily routine.

Three images showing paddleboarding scenes: a person paddleboarding on clear blue water near rocks and trees, a view from a paddleboard in calm water with a shoreline in the background, and a dock extending into the ocean with a thatched-roof hut nearby.
A collage depicting a travel and fitness lifestyle, with images of wellness apps, social fitness groups, outdoor adventures, healthy food, driving, and fitness devices, emphasizing a love for adventure, wellness, and balanced living.

INSIGHT

When you don’t free yourself to clock out, you miss the quiet joy of life’s adventures.

Strategy

Time stops on the water.

A person standing on a surfboard on water, holding a cup, with the text 'Schedule an Adventure' and a 'Do Not Disturb' overlay, and a website URL www.boteboard.com.

THE BIG IDEA

OOH

Billboard advertising an adventure scheduling service with the slogan "Schedule an Adventure" and a 'Do Not Disturb' icon. The billboard shows a person gripping a paddle, suggesting outdoor activity. The background is black and white, with the billboard in color.
Instructional graphic with text 'Escape the Everyday' and a toggle switch labeled 'Do Not Disturb' turned off.
A digital advertising display on a city sidewalk shows an advertisement for scheduling adventures, featuring an aerial view of a paddleboarder on water with the text 'Schedule an Adventure' and a Do Not Disturb icon. The background of the photo is in black and white, with pedestrians walking and historic buildings lining the street.

EXPERENTIAL

Holiday Inn rail station with two large, luxurious aquariums, one at each end of the hall, decorated with tropical plants and modern furnishings.

INFLUENCER

Text on a dark background promoting a partnership with Wanderlust Professionals, featuring the social media profiles of Riana Singh, a NYC-based lifestyle content creator, and displaying smartphone screens with her Instagram content.

LEVERAGING AUDIO

Dark background with white and green text promoting a weekend playlist, featuring a laptop screen displaying a Spotify playlist titled 'Escape the Week' with a surfing image.

COMMUNITY BUILDING

A collage of social media posts and a person relaxing on a kayak on water. Quotes include 'What is the biggest appeal besides fitness?', 'pretty zen experience', 'getting closer to nature', 'I couldn't believe how peaceful it was', and 'relaxing'.
A presentation slide titled "Engage Fitness App Users" explaining how fitness apps like Strava can connect like-minded individuals through challenges, sharing workouts, photos, and routes to foster community.