The Republik selected as Bennington Marine's ad agency.
Durham, N.C.,-Bennington Marine, Elkhart, Ind., has named The Republik, Durham, as its first advertising agency of record. Previous advertising was handled in-house. A fee-based budget of under $.5 million will support unpaid media advertising, including email, direct mail, website and online video. First work will break in October, targeting upper income, middle-age and older, existing boat owners.
The Republik was approached by Bennington based on its work for Triumph Boats and selected based on a marketing proposal. Vp?of sales & marketing Susan Buff states, "the pontoon category is in a period of rapid advancement. We feel our boats are in a class by themselves, and have gotten a little bit tired of hearing competitors claim their boats are `just as good as a Bennington.' The Republik team has shown us how to elevate our marketplace position so that it better matches our true product position."
The Republik commander Robert West adds, "it's nice to have our work noticed... and win us more work. Plus, these Bennington boats haul."
Bennington Marine Corp., Elkhart, Ind., privately held, is a builder of high end pontoon boats. Founded in 1997, Bennington Marine has placed either first or second with JD Powers since it began awarding pontoon manufacturers in 2002.www.benningtonmarine.com
The Republik is an employee-owned advertising agency with offices in Durham, Charlotte, and in New York City. Other clients include Consolidated Shoe, Lynchburg, Va.; Triumph Boats, Raleigh; Dixie Bones, Woodbridge, Va.; Wellcraft Marine, Cadillac, Mich.; Riley, Raleigh; Carver Boats, Pulaski, Wisc.; and Community Builders, Boston.www.therepublik.net