THE CHALLENGE

Jet boats have a reputation for being small, lightning fast, turn-on-a-dime thrill rides—creating equal parts laughter and bodily injury. Sea Ray wanted to distance themselves from that notion and needed help positioning their new jet boat as class all it's own. 

THE SOLUTION

We created launch materials around the idea of jet and boat coming together for the first time. Sure, it could turn on a dime if you wanted it to, but it was also equipped to pull a wakeboarder or accommodate family and friends for a comfortable cruise around the lake. With a focus on craftsmanship, performance and safety, we positioned the 21 Jet away from the thrill-seeking category and into a lifestyle category that fit right into the larger Sea Ray product line.