Video: Stalham hire boat firm Richardson’s launches ground-breaking ad on ITV and Sky
- Credit: Colin Finch
Stalham-based hire boat firm Richardson's is raising the profile of the Broads with a new television advert.
The commercial - the first to solely focus on the Norfolk and Suffolk waterways since the iconic Hoseasons' adverts three decades ago - will first be aired on ITV on January 5.
During a four week run, it will be seen by families across East Anglia and the Midlands.
It will also be broadcast on Sky channels in the Sheffield, Essex and north London areas.
Richardson's CEO Greg Munford said: '2015 will be a year of firsts for Richardson's as we are also attending the London Boat Show for the first time in January, taking a newly-launched Broadsman boat with us.
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'At the show we will also be launching our ground-breaking Broads guide Welcome Aboard which will be given to all our customers next season.'
Mr Munford said the advert, showing a family having fun on the waterways, represented a 'substantial investment'.
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He said: 'We are trying to re-engage with parents who holidayed on the Broads as children and now have a family of their own.
'We have been mindful of showing what a fun holiday the Broads can be, for example the advert shows a family having fun on Britannia Pier in Great Yarmouth.'
The adverts have been tailored for different audiences; one showing during the day introduces children to the company's Pirate Richie character.
Mr Munford said Richardson's had embarked on an ambitious investment programme five years ago aiming to capitalise on the new staycation phenomenon.
He said: 'Our aim has been to bring boating holidays on to the holiday option tick list, making them main stream rather than niche.'
Another objective was to project the Broads as a destination for land-based activities as well as boating.
He said: 'That is why as a company we are sponsoring the Broads By Bike and Eating Out on The Broads guides; the Broads is not just about boats, it is the sum of all of its parts.'
Mr Munford said trade had bounced back this year after a poor season in 2013 blighted by the cold spring.
'Our trade has been 15pc up in 2014 and our bookings for 2015 are nearly 40pc ahead of the same time last year,' he said.
For the first time in 2015, the company's boats will all be branded Richardson's rather than displaying the familiar Hoseasons emblem.