Sea Tow re-brands its corporate identity

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SOUTHOLD, N.Y. – Sea Tow Services International has formally unveiled an initiative to re-brand its corporate identity, a move the company calls a “significant milestone” in its 25-year history.

Effective immediately, Sea Tow’s core identity will be “Where Boaters Belong,” the company said in a release this morning.

“Our brand and our reputation have been based on providing the most professional marine assistance to recreational boaters in need,” Capt. Joe Frohnhoefer, Sea Tow’s chairman and CEO, said. “Because of this, we’ve come to be known as the ones who will come get you if you’re in trouble. However, we’re there all the time, good and bad, whether you need navigational assistance or discounts at the dock. Now it’s time for us to start taking credit with the boating population for all this organization has to offer its members.”

The company said it has been quietly forging a fundamental shift in its business approach for the past few years by expanding its suite of services to include Trailer Care, Sea Smart VHF, Sea Insure, Sea Loans and the Boating Safety & Education Foundation, while also expanding its member-exclusive Advantage Network savings program and significantly growing its marine assistance network, both domestically and internationally.

Medford promoted
Sea Tow also reported that it has promoted Ann Medford to senior managing director and tasked her with the national implementation and execution of the company’s re-branding efforts, as well as the development of new business alliances that will further support the brand. Medford will also continue to serve as the managing editor of the company’s magazine, Lifelines, which was re-launched at last month’s Miami International Boat Show.

“Sea Tow has one of the most recognizable brands in the marine industry and we intend to capitalize on the equity that brand has built over the past 25 years,” said Medford. “There are, however, limitations to the notion of marine towing and salvage for the general boating consumer, which is why we’ve made this commitment to growing Sea Tow into the company that will provide the savings, services and security that will ensure the absolute best experience for our members.

“We have extensively researched and tested this new brand identifier, ‘Where Boaters Belong,’ and it clearly evokes a strong, emotional connection with the boating community. We believe this will translate into a much stronger overall position within the traditional marine environment as well as the consumer marketplace.”

The new branding extends to all of the company’s internal and external communications, which includes Sea Tow’s Web site, traditional and new media advertising initiatives, promotional items and all collateral materials used by the company’s nationwide franchise network.
 
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