This fall, Sea Ray® unveiled an entirely new approach to its website, searay.com, conceived and created in partnership with content marketing agency Dino Publishing and website solutions firm ARI Network Services. The reimagined site provides a remarkably in-depth look at Sea Ray’s extensive product lineup, as well as an immersive experience reflecting the Sea Ray boating lifestyle.
“The new Sea Ray website is wholly driven by custom content and communicates the brand’s advantages to customers and prospects, while emphasizing Sea Ray as a luxury lifestyle brand,” said Doug Leik, president and publisher of Dino Publishing.
From the outset, Sea Ray’s goal was to offer more than traditional marine OEM websites were providing. “The new searay.com demonstrates our commitment to enhancing the consumer’s experience through strategic innovation and comprehensive service—and that commitment carries through to our online presence,” said Matt Guilford, Sea Ray Group vice president of marketing. “We wanted a site that encouraged visitors to fall in love with our boats and this new execution does that. As our creative and strategic partner, Dino Publishing has always delivered world-class content that represents the essence of our brand. Dino’s expertise as a design and editorial firm was invaluable in the reconstruction of our website.”
Optimized for mobile, tablet and desktop platforms, the new searay.com contains a wealth of content for current boat owners and prospective customers alike. Every Sea Ray model and product family features its own extensive landing page, with photo galleries, videos, specifications, descriptive copy and interactive features. Woven throughout are access points to Sea Ray’s lifestyle portal, launchpad.searay.com. Owners resources, including a vast archive on past models dating back to 1960, are easily accessible.
Dino Publishing developed the concept, design and content for the site, while leading website developer ARI Network Services oversaw programming, optimization and user experience strategy.
Since launching the site in September, Sea Ray has enjoyed dramatically increased user engagement. In its first full week, page views for the website were up 93% for desktop and tablet users and 204% for mobile, and overall time on the site has increased 10%.
“We’ve always believed that content marketing that has a true understanding of its audience is what allows brands to truly connect with their customers, and we applied those principles when redesigning Sea Ray’s website,” said Leik. “We’re proud to say the results speak for themselves.”
About Sea Ray
Founded in 1959, Sea Ray is the world’s largest manufacturer of superior quality pleasure boats. Sea Ray is headquartered in Knoxville, Tenn., and operates as part of the Boat Group division of Brunswick Corporation. With more than 35 models ranging from 18 to 61 feet, Sea Ray makes a boat for every lifestyle — each built with a unique commitment to quality, craftsmanship and excellence throughout. Additional information about Sea Ray is available at www.searay.com
About Dino Publishing
Dino Publishing conceives and initiates customized customer communication programs to meet the strategic branding, acquisition and retention needs of its clients. Dino Publishing creates custom magazines, both printed and digital, and integrated marketing campaigns for its clients to help cement them as integral parts of their customers’ lives. For more information about Dino Publishing and its custom lifestyle publishing and marketing solutions, visit www.dinopublishing.com