SCHIEDAM – For 50 years, VETUS has been developing, making and marketing marine engines and peripheral gear. Lately, it has been ramping up its service to boaters by pointing them to “the most beautiful sailing routes of Europe.”
In May it posted on its website a blog about Sweden’s Göta Canal, part of massive system of lakes and rivers linking Gothenburg on the west coast to Söderköping on the Baltic Sea.
The unusual ‘Enjoy Boating’ blog is a VETUS marketing initiative designed to inspire boaters to explore Europe’s most beautiful sailing routes.
“Keep an eye on the VETUS website and social media,” the blog counsels.
“The idea for the campaign originated in March when we were told to stay at home,” Marketing Manager Babette van Waes tells this newsletter. “Hoping we could go ‘outside’ again in May or June, we thought we’d do a campaign to show how beautiful boating is.”
VETUS plans to feature attractive boating sites and opportunities in all European countries where it has offices. “We try to post a route every two weeks,” says Waes. “For the time being, we focus on Europe.”
This is what the VETUS post says about the Göta Canal: It “is so much more than just a waterway for holidaying boaters. Areas flanking the canal are full of life. Experience the canal throughout the year and enjoy this Swedish dream! More than 200 years of history, 58 locks, boats, stunningly beautiful landscapes, Swedish culture and traditions, culinary delights and relaxation.”
Waes says the unusual marketing campaign is raising traffic to VETUS social media tools.