Confluence Watersports Hires Erwin-Penland for Website Redesign

January 06, 2009

GREENVILLE, S.C., Jan. 6, 2009 – Confluence Watersports, a company that is the result of blending seven unique watersports brands suited to outfit all paddling enthusiasts, has tapped IPG agency Erwin-Penland, part of Hill-Holliday, to handle website development and re-design for five of its flagship brands. Starting in early 2009, Erwin-Penland will unveil five unique websites to market and sell each of Confluence’s distinct brands with a staggered launch beginning late in the first quarter of 2009.

“Confluence is an ideal marketing partner because it already has such a broad, attentive and enthusiastic consumer base,” said Kevin Purcer, Erwin-Penland’s Director of Interactive Marketing. “Our challenge is to reach and interact with each group, from whitewater junkies to weekend naturalists, in an authentic and meaningful way.”

Erwin-Penland is designing websites for Confluence’s brands Dagger®, Wave Sport®, Perception®, Wilderness Systems® and Mad River Canoe®. The websites will include a variety of social networking features, giving customers the ability to post their own photos, videos and reviews of Confluence products through blogs and message boards. The goal of the user-generated content is to give brand advocates a forum to engage potential consumers with an authentic sales message.

“We want to bring the community content into our online product catalogs so people can see our boats in action,” said Confluence Web Marketing Manager, Craig Ray. “We feel that our existing customers who are passionate about our products can be the best sales people we have.”