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Boston Whaler Launches New Website


Boston Whaler to Launch Redesigned Web Site


Edgewater, Fla. (July 15, 2010) - Boston Whaler has become a legend at building incredible boats to navigate the world's waterways, and now the company has rebuilt www.BostonWhaler.com for an incredible experience navigating information about its legendary vessels.

"The Internet is such an important piece for how our consumers shop today and inform themselves about the product and brand," said Ben Cast, Whaler's vice president of sales, marketing and customer service. "We needed a Web site that clearly shows what sets Whaler apart from the rest."


Boston Whaler's goals with the new Web design were to make it simple to find information, while also creating a premium look that reflects the quality of the brand. A more intuitive home page makes navigation easier for both current and prospective customers.


The new-and-improved "Why Whaler" section, which is meant to educate current and potential Whaler owners on the brand's identity and strengths, has gone from a text-heavy format to one that emphasizes multimedia. Dozens of photos and videos accompany explanations of the brand's cornerstone qualities: unsinkable, legendary, innovative and quality.


The "Boating Lifestyle Configurator" asks customers to respond to a short series of questions that helps guide them to the model line that suits them best. "Each product family has a different purpose for how a customer may use it," Cast said, "and we want to make it easy for customers to find a boat that fits their needs." Whaler also has improved its customization interface, with its "Build This Boat" feature, available on every model page. Customers can check off all options they want to add, and the Web site will even keep track of total cost as they go.

"We are going to provide consumers with an easier-to-navigate Web site that will enhance their ability to get to know Boston Whaler and its various models," Cast said. "We have a premium brand, and we needed a Web site that better reflected that. We gave it a high-quality look and made it simple to find the information you need."


On the heels of announcing its comprehensive social media campaign, the new site will display linkable icons to its YouTube, Facebook, Flickr and Twitter pages. Updates and more information about Whaler's social media efforts are available in the "Owners" section of the site. For more information, visit www.BostonWhaler.com.

About Boston Whaler
Founded in 1958 and headquartered in Edgewater, Fla., Boston Whaler is a business unit of Brunswick's Outboard Boat Group. Whaler is the leading manufacturer of unsinkable family fishing boats 11 to 37 feet. For more information on The Unsinkable LegendTM, please visit www.whaler.com.


About Brunswick
Headquartered in Lake Forest, Ill., Brunswick Corporation endeavors to instill "Genuine Ingenuity" in all its leading consumer brands, including Mercury and Mariner outboard engines; Mercury MerCruiser sterndrives and inboard engines; MotorGuide trolling motors; Attwood marine parts and accessories; Land 'N' Sea, Kellogg Marine, Diversified Marine and Benrock parts and accessories distributors; Arvor, Bayliner, Bermuda, Boston Whaler, Cabo Yachts, Crestliner, Cypress Cay, Harris, Hatteras, Lowe, Lund, Meridian, Ornvik, Princecraft, Quicksilver, Rayglass, Sea Ray, Sealine, Triton, Trophy, Uttern and Valiant boats; Life Fitness and Hammer Strength fitness equipment; Brunswick bowling centers, equipment and consumer products; Brunswick billiards tables and foosball tables. For more information, visit http://www.brunswick.com.


Contact:
Traci Davis
Boston Whaler, Inc.
100 Whaler Way
Edgewater, FL 32141
Phone (386) 409-6419 / Fax (386) 423-8589