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About the company

Fury Water Adventures offers a variety of water sports excursions in Key West, Florida. In business for nearly 30 years, Fury offers parasailing, day and sunset cruises on the Fury Catamaran, Eco-Tours on the Coral Reef, Glass Bottom Boat Rides, Jet Skiing, Snorkeling and various other packages and events that range from relaxing days on the water to the thrill-a-minute ultimate water adventure.

fury water adventures rebranding stats

The Challenge

Fury Water Adventures was facing several challenges when they approached us for help. Through market research we discovered that they were virtually unknown in the industry when it came to name recognition. People were also confused because another company out of Cozumel had the same name. None of their existing marketing materials were visually enticing, nor did they show off their beautiful boats and unique trips. The website was static and was buried under pages and pages of results. Circulation of their printed materials was very low and all the elements of their collateral looked different—there was no consistency to tie everything together as a brand.

Strategy

Our goal was to reposition Fury in the market and give them a solid brand that could be utilized throughout all mediums and channels. We began by changing their name to Fury Water Adventures, which eliminated confusion and added an element of fun and excitement to their identity. We wrote a marketing plan that included a detailed long-term strategy to increase sales and name recognition. We designed a new logo that was placed on everything that carried the Fury name, the boats, the crew uniforms, their new website, brochures, etc. We designed a new, interactive website featuring colorful photos and videos highlighting the fury fleet. The new website also included real-time customer service satisfaction ratings, profiles and pictures of the captains and crew, pages on special events, promotions, ways to win free trips, a blog and much more.
fury water adventures print rebranding stats

Results

Fury Water Adventures is now the number one water sports company in Key West.
Average Time on Site increased by 96%
Unique Pageviews increased by 161%
Unique Visits increased by 267%
Google Organic Traffic increased by 289%
Brochure pickup rate increased by 50 percent.
Local sales increased dramatically.

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