Brunswick Boat Group, a leader in the marine industry, sought to revamp the image of its Triton division, which was traditionally known for aluminum fishing boats rather than family-friendly pontoons. To reposition Cypress Cay Pontoons and attract younger boat buyers, the marketing team developed a multi-platform campaign that focused on the experience of pontooning rather than just the boat itself.
As part of this initiative, we created a dynamic, immersive microsite that captured the essence of life on the water, using rich visuals, interactive Flash animation, and ambient sounds to evoke the feeling of owning a Cypress Cay pontoon.
Challenge
Reposition Triton’s Cypress Cay brand – Shift the perception from aluminum fishing boats to a premium, family-friendly pontooning experience.
Engage Younger Buyers – Appeal to a new generation of boaters by emphasizing the joy, relaxation, and adventure of pontooning.
Create an Experience-Driven Campaign – Since the new boat design was still being finalized, the campaign needed to sell the lifestyle first rather than focusing on product specifications.
Approach & Execution
Microsite Design: Immersive & Interactive
Developed a Flash-based microsite, a popular digital trend at the time, to create an engaging, sensory-rich experience that immersed users in the Cypress Cay lifestyle.
The microsite featured animations, ambient water sounds, and visual transitions that mimicked the feeling of cruising on a pontoon, reinforcing the brand’s emotional appeal.
Users were seamlessly guided to the main consumer website, where they could use a Build-a-Boat tool to customize their dream Cypress Cay pontoon.
Multi-Touchpoint Campaign
Designed print brochures, emails, and digital assets that reinforced the family-friendly, experiential brand messaging across multiple channels.
Developed illustrations and visual storytelling that captured nostalgic and aspirational moments—sunset cruises, fishing with kids, and gatherings with friends.
RESULTS
Exceeded Sales Expectations – At Brunswick’s three-day dealer meeting, Cypress Cay expected to sell 300 boats but instead received 622 orders, doubling projections before the broader public campaign even launched.
Strong Dealer & Consumer Engagement – The microsite and supporting campaign materials successfully reshaped the brand’s perception and positioned Cypress Cay as a premium lifestyle brand.
A Digital Approach Ahead of Its Time – While Flash microsites have since become obsolete, this project exemplified how interactive digital experiences could create emotional connections with consumers—a strategy still relevant in today’s digital-first marketing landscape.
Impact
This project was a forward-thinking digital campaign that used interactive design, storytelling, and sound to transport users into the Cypress Cay experience. While Flash animation and standalone microsites have since been replaced by responsive, mobile-friendly digital experiences, the core principles of immersive branding and experience-driven design remain essential in today’s digital marketing for luxury and lifestyle products.
