Mad River Canoe, which celebrates its 40th anniversary this year, debuted a brand-new website this month featuring interactive, educational tools and a bounty of new content.
“We’re really excited about Mad River Canoe’s 40th anniversary and the new site is a big part of sharing this renewed enthusiasm with our customers,” said Craig Ray, manager of marketing communications at Mad River Canoe and Confluence Watersports, which owns the brand. “Our primary goal for the Mad River Canoe portal is to be of service to all canoeists, new and seasoned. The content provides practical information, but we’re also hoping that visitors come away as energized about canoeing as we are.”
The new website is one result of two years of work at Mad River aimed at strengthening the business, branding and product facets of Mad River Canoe. The company is introducing five brand-new boats in three different series in 2011, including a new series.
“Strengthening and rejuvenating Mad River Canoe has been a company-wide initiative,” said Sue Rechner, CEO of Confluence Watersports. “The heart of this brand lies in heritage, quality, and passion. Over the years, we have improved the execution of those elements that have not been consistent to our stringent standards. So, beginning two years ago, we enlisted sales, marketing, production, quality control, materials, engineering, and customer service to ensure that every aspect of Mad River Canoe lives up to its distinguished and premier status.”
Mad River Canoe is now equipped with efficiencies and improvements implemented across the organization, including the development of in-house staff training and certification programs to ensure the highest standards of quality are upheld through the manufacturing process. For the 2011 season, the results of these collaborative efforts will be visible in every Mad River Canoe.
