Readers who purchased the 2018 Speed On The Water Year In Review collectible print edition magazine will notice a two-page advertising spread from Mercury Racing in the 196-page issue. The first of its kind, that ad signaled the Fond du Lac, Wis., high-performance marine engine and accessories company’s new slogan—“Wide Open”—and brand repositioning campaign.
“We believe ‘Wide Open’ is the perfect positioning statement for Mercury Racing,” said Stuart Halley, general manager of Mercury Racing in a press release from the company. “Business partners and consumers familiar with our brand relate to it daily with throttles full forward as they travel Wide Open to exotic locales. Racing’s highly skilled workforce has a Wide Open mindset as it pushes the boundaries of possibility in a daily quest to design, develop and manufacture the best high-performance marine products in the world.”
Mercury Racing’s leadership expects Wide Open “to resonate well throughout the world of high-performance boating,” according to the release.
“This new brand positioning helps us better articulate to a broader audience the level of craftsmanship in our expanded portfolio, including new and exciting products such as the 250R and 300R outboards, and the 1350/1100 Dual Cal sterndrive,” said Andrea Jansen, brand manager at Mercury Racing, in the release. “Today’s high-performance boater expects a more multi-dimensional ownership experience. We are committed to deliver the high-performance lifestyle to enthusiasts that demand durability, reliability and refinement in addition to the raw performance Mercury Racing is known for.”