2021 CAMPAIGN STYLE GUIDE - WHERE MOMENTS BECOME MEMORIES
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W H E R E M O M E NT S B E C O M E M E M O R I ES 2021 CAMPAIGN STYLE GUIDE
Introduction
Welcome to the 2021 SUN TRACKER® Campaign Style Guide, where you’ll find all the
information you need to properly speak to our current and potential boat owners. In this Table of Contents
guide, we’ll outline our campaign strategy for the 2021 model year, including the correct
copy voice, colors and photography style to use as you advertise our boats. Introduction������������������������������������������������ 2
Strategy Elements������������������������������������ 3
We ask that you—our consultants, dealers and strategic partners—follow these simple
guidelines in all your advertising efforts this year. By doing so, you’ll help us create and Mood Board������������������������������������������������ 4
maintain a cohesive marketing campaign that is easily recognizable and aligns with the Fonts & Colors������������������������������������������� 5
SUN TRACKER brand essence.
Graphic Elements������������������������������������� 6
If you have any questions, please contact one of the resources on page 12. Photography Style����������������������������������� 7
Copy Style��������������������������������������������������� 8
Meet SUN TRACKER Print Examples������������������������������������������� 9
Digital Examples������������������������������������� 10
SUN TRACKER is a member of Bass Pro Group and WHITE RIVER MARINE GROUP™ Resources����������������������������������������������������11
(WRMG), the world’s largest boat builder by volume. For more than 35 years, SUN
TRACKER pontoon boats have helped families build lasting memories on the water. Each
recreational and fishing model in the lineup melds fun-loving features, creature comforts
and quality construction to ensure peace of mind through years of perfect days on the
water. Plus, every SUN TRACKER boat is backed by 10+LIFE™, the industry’s leading
factory warranty.
WRMG Mission
WRMG manufactures and distributes quality boats, offering excellent performance,
innovation and value, and provides world-class service so everyone can experience the joy
of fishing and boating.
Logo Usage
The SUN TRACKER logo is a key element in every advertisement. Make sure it is placed in a
prominent position, as outlined in the Brand Identity Guide, found here.
2
Strategy Elements
The Strategy Elements are non-consumer facing ideas that summarize what SUN TRACKER® is all about.
These ensure all marketing materials work together to strengthen and sustain the brand.
Brand Essence
By embodying all aspects of the Strategy, the Brand Essence brings it to life by highlighting the tone of the campaign.
Brand Personae
These are the celebrities that best illustrate what SUN TRACKER stands for—they’re not spokespeople for the brand. The personae are
chosen based upon attitudes, roles, abilities and actions—onscreen and off. Reference the Brand Personae when thinking about the
attitude of SUN TRACKER to help understand the nuances between boat brands.
Brand Tagline
This is the heart of SUN TRACKER and quickly sums up the spirit of the brand. It speaks to what the brand represents—what owners
should expect from our boats. It’s based on what we know owners want from this type of boat. It’s the inspiration for all the visuals and
copy during this year’s campaign.
Emotional Benefit
This is what kind of emotions the SUN TRACKER brand and boats evoke within our customers. This is reflected in the tone, imagery and
language we use when talking about the brand, as well as how we hope the consumer feels when they encounter a SUN TRACKER boat.
Functional Benefit
This speaks to what SUN TRACKER boats and their features offer functionally. This is reflected in the tone, imagery and language we
use when talking about features and technical aspects. Refer to this benefit to understand how copy and design should speak to the
boat’s core functionality, e.g., versatility, comfort and style.
Music Style
This is the type of music that truly speaks to this brand. It aligns perfectly with the on-screen visuals/videos to create a completely
immersive experience for the viewer.
3
Mood Boards
Objective
The mood board provides creative
inspiration by showing key elements of the
SUN TRACKER® brand campaign. It is for
internal presentations only—not customer-
facing use or display.
4
Fonts & Colors
Fonts
HEADLINE:
CC Empire State Deco
SUBHEAD & MODEL DESIGNATORS:
Chairdrobe Rounded - Light , Regular, ExtraBold
BODY COPY:
Gotham – Book
Colors
C: 0 M: 17 Y: 86 K: 0 C: 0 M: 38 Y: 98 K: 0 C: 2 M: 55 Y: 100 K: 0 C: 1 M: 81 Y: 98 K: 0 C: 1 M: 100 Y: 98 K: 1
R: 255 G: 209 B: 63 R: 251 G: 168 B: 29 R: 243 G: 139 B: 0 R: 238 G: 88 B: 38 R: 237 G: 28 B: 36
PMS: 7-7C PMS: 14-8C PMS: 24-8C PMS: 37-8C PMS: 48-8C
C: 0 M: 0 Y: 0 K: 75 C: 100 M: 90 Y: 29 K: 19 C: 77 M: 17 Y: 55 K: 8 C: 100 M: 90 Y: 29 K: 19
R: 0 G: 0 B: 0 @75% R: 0 G: 46 B: 109 R: 46 G: 149 B: 129 R: 0 G: 46 B: 109
PMS: 103-16C @90% PMS: 103-16C @90% PMS: 130-16C PMS: 154-16C
5
Graphic Elements
1 Rectangles
Rectangles with rounded corners contain
copy (headlines and body copy), logos 1
and/or graphics. They can be either solid
or have a transparency, depending on the
background.
2 Photo Frame 2
Use a white border on secondary
photos or photos that lay over another
background graphic.
3 Textured Background
The background is a transparent graphic
of the SUN TRACKER woven flooring 3
on a white background. It is used as a
background for photos and graphics when
a full-bleed image isn’t used.
1
6
Photography Style
SUN TRACKER photography captures the perfect moments between
family and friends. It uses sunshine and smiles to illustrate the comfort,
quality and versatility of the boats.
The U.S. has a diverse range of ethnicities with a great deal of dynamic
growth among ethnic groups. As a brand that strives to appeal to those
of all ethnic backgrounds, we must acknowledge that we understand this
diversity and reflect it in our creative imagery.
Show Don’t Show
• Sun & warmth will always • Static people
be an element • Boredom
• Smiling faces • Extreme sports/activities
• Kids having fun • Snobbish activities/outfits
• People interacting with • Drab/gray skies
each other & nature
• Versatility
• Action Photo Example
• Bright colors & days
Photo Example Photo Example
7
Copy Style
SUN TRACKER® headlines and copy blocks should focus on how these pontoon boats are ready for years of
on-the-water fun with family and friends. Keep headlines and copy as short and concise as possible.
Both should also be more conversational and emotional than technical, and informative when necessary. Social
copy can be even more casual, but never to the point of being unprofessional.
Print Headline Examples: Social Headline Examples:
• Where moments become memories • The amazing pontoon dad
• Welcome to entertainment central • What does the warranty do for you?
• Casting, splashing & laughing • Stow more to do more
Print Body Copy Example: Social Body Copy Example:
When family and friends come together for a day of fun in the sun,
you’d better have your camera ready. Because out here, every moment Be a hero—get a boat with a changing curtain for maximum
is one you’ll want to capture and remember forever. From the grandkid’s convenience. Don’t worry, SUN TRACKER has you covered.
first catch to dad’s perfect cannonball, it’s non-stop casting, splashing and
laughing throughout the entire day.
SUN TRACKER Copy:
Is Isn’t
Emotional Extreme
Light-hearted Aggressive
Fun Snobbish
Informative Technical
8
Print Examples
Regional Print Ad I-banner Brochure Spreads
Memories
where moments become
DLX | XP3
DLX XP3
FISHIN’ BARGE 24
®
Super-size your fishing capabilities with the FISHIN’ BARGE 24.
Choose from the two-log DLX model, or upgrade to the three-log
XP3 version for added performance capabilities. Either way, you’ll
SUNTRACKERBOATS.COM
be treated to a massive 26’26' 2”
2" by 8'
8’ 6"
6” deck complete with huge
amounts of room loaded with fishing and comfort features. First,
check out the fishing-specific features (it is a FISHIN’ pontoon), such
as four fishing chairs, 28
32 total gallons of livewell capacity and rod
storage.
storage.
ForFor
comfort,
comfort,
spacious
spacious
lounges,
lounges,
a QUICKLIFT
a QUICKLIFT Bimini,
Bimini, PARTY ®
Party
BAR Bar sound
sound system
system andand more
more complete
complete this
this awesome
awesome package.
package.
FISHIN' BARGE 24 XP3 shown in Caribou Metallic 47
FISHIN’ BARGE FISHIN’ BARGE
® ®
22 DLX Shared 22 XP3
Features:
Includes industry-exclusive STOW MORE
Includes industry-exclusive
TM
compartment
7' 6" rod locker
Stow More at aft fishing deck
Stow More
Shown in Indigo Blue Shown in Charcoal Metallic
Specs: OVERALL
LENGTH
LOG
DIAMETER DECK WIDTH
FUEL
CAPACITY
MAX .
PEOPLE/WEIGHT MAX . HP Specs: OVERALL
LENGTH
LOG
DIAMETER DECK WIDTH
FUEL
CAPACITY
MAX .
PEOPLE/WEIGHT MAX . HP
24' 2" 24" 8' 6" 32.1 GAL. 11/1,500 LBS. 150 24' 2" 26" 8' 6" 52 GAL. 11/1,575 LBS. 200
(7 .37 m) (60 .96 cm) (2 .59 m) (121 .51 L) (680 .39 kg) (7 .37 m) (66 .04 cm) (2 .59 m) (196 .84 L) (714 .41 kg)
Includes industry-exclusive
Bimini-mounted Bazooka ® Includes Fence-mounted
industry-exclusive
rod
XP3 Performance Tritoon:
DLX Stow More
Party Bar stereo system Stowstorage
& tool More
• Three 26" pontoon logs w/lifting strakes XP3
FISHIN’ BARGE 22 FISHIN’ BARGE 22
• Deck underpinning
® • Hydraulic steering ®
• Ski tow pylon base
• ALL-NEW In-floor storage
$
26,995 Standard Engine:
Optional trailer available.
Mercury 90 ELPT FourStroke
Command Thrust
®
$
33,595 Standard Engine:
Optional trailer available.
Mercury 115 ELPT FourStroke
Command Thrust
®
Additional Engine Options: Additional Engine Options:
SUNTRACKERBOATS.COM
Mercury 115 ELPT FourStroke Command Thrust . . . . . . . . . . . .$27,995 Mercury 150 L FourStroke . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $35,995
®
®
Mercury 115 ELPT Pro XS FourStroke Command Thrust . . . . $28,355 Mercury 200 L FourStroke . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$39,745
® ®
®
Plus freight & prep. See page 58 for details.
Mercury 150 L FourStroke . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $30,395
®
Plus freight & prep. See page 58 for details.
Color Options:
Color Options: STOW MORE
Includes
w/seat-back
Stow
TM
storage system
industry-exclusive
More compartments
Includes industry-exclusive
Two aerated livewells
Stow More
COPPER CHARCOAL
BLACK INDIGO RED METALLIC
See page 56 for complete engine, specification and feature details.
METALLIC BLUE See page 55 for complete engine, specification and feature details.
41
SUNTRACKERBOATS.COM
5375 LANDMARK DR. 3825 MAIN AVE. W. 15219 FELLER ST. N.E. 2022 22 1/2 AVE. 12720 DEM CON DR.
BRAINERD, MN • 218.829.1111 FARGO, ND • 701.282.9000 FOREST LAKE, MN • 651.464.3135 RICE LAKE, WI • 715.236.2628 SHAKOPEE, MN • 952.233.3434 PARTY BARGE PARTY BARGE
® ®
Photos may show optional or special edition equipment available at an additional cost. Details in pricing, savings, features and promotions may vary by location and are subject to change without notice. Void where prohibited by law. Best efforts are used to 24 DLX Shared 24 XP3
Features:
134605
2020 White River Marine Group, LLC
ensure the accuracy of our advertising, however, errors may sometimes occur. Applicable tariffs may affect final price. See your local dealer for complete information. F.O.B. Springfield, MO, USA.©
Port reclining co-captain's chair Includes Lounge-end
industry-exclusive
storage
w/self-leveling arms Stow More
compartment
Shown in Charcoal Metallic Shown in Black Metallic
OVERALL LOG FUEL MAX.
Specs: OVERALL
LENGTH
LOG
DIAMETER DECK WIDTH
FUEL
CAPACITY
MAX.
PEOPLE/WEIGHT MAX. HP Specs: LENGTH DIAMETER DECK WIDTH CAPACITY PEOPLE/WEIGHT MAX. HP
26' 2" 24" 8' 6" 32.1 GAL. 12/1,685 LBS. 150 26' 2" 26" 8' 6" 52 GAL. 12/1,900 LBS. 250
(7.98 m) (60.96 cm) (2.59 m) (121.51 L) (764.30 kg) (7.98 m) (66.04 cm) (2.59 m) (196.84 L) (861.83 kg)
QUICKLIFT
Includes Bimini top
industry-exclusive
XP3 Performance Tritoon:
®
DLX XP3
Lounge arm trash container
deployment
Stow system
More
• Three 26" pontoon logs w/lifting strakes
PARTY BARGE 24 PARTY BARGE 24
• Deck underpinning
® • Hydraulic steering ®
• Ski tow pylon base
• ALL-NEW In-floor storage
$
30,995 Standard Engine:
Optional trailer available.
Mercury 115 ELPT FourStroke
Command Thrust
®
$
39,595 Standard Engine:
Optional trailer available.
Mercury 150 L FourStroke®
Additional Engine Options: Additional Engine Options:
SUNTRACKERBOATS.COM
Mercury 115 ELPT Pro XS FourStroke Command Thrust . . . . . $31,355 Mercury 200 L FourStroke . . . . . . . . . . . . . . $43,345
® ®
®
Mercury 150 L FourStroke . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $33,395
®
Mercury 225 L FourStroke . . . . . . . . . . . . . . $44,695
®
Plus freight & prep. See page 58 for details. Mercury 250 L FourStroke . . . . . . . . . . . . . . .$47,645
®
Plus freight & prep. See page 58 for details.
Color Options: Optional soft-sided cooler for
STOW MORE TM compartment
Includes industry-exclusive
Optional rail-mounted grill
Stow More
Color Options:
COPPER CHARCOAL See page 53 for complete engine, specification and feature details. See page 53 for complete engine, specification and feature details. BLACK INDIGO
RED METALLIC METALLIC BLUE 27
9
Digital Examples
Video Display Ads
Instagram Post
Facebook Post
Video Music Style:
https://youtu.be/PS-wBVsM3L0
https://youtu.be/kOQj4nkBZZQ
10Resources
Kristen M. Briglia
Sr. Art Director
kmbriglia@basspro.com
417.873.5122
Josh Ray
Copywriter
jaray@whiterivermg.com
417.873.5359
David Mayne
Creative Director
dmayne@basspro.com
417.873.5034
WRMGCreative.com
View and download high-resolution images, logos and
Identity & Campaign Style Guides.
11
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