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2017 Campaign Style Guide

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OBJECTIVE

To define, display and ensure the proper use of brand graphic elements, photography style and voice for the 2017 MAKO marketing campaign.

MEET MAKO

MAKO Boats is a member of Bass Pro Group and White River Marine Group™, the world’s largest boat builder by volume. Conquer the seas with MAKO, a rugged, comfortable and secure fleet of boats built to master the world of saltwater fishing. Like the formidable mako shark, MAKO boats are bold, aggressive, sleek and smartly-designed hunters; yet they also have the creature comforts to satisfy anyone in the family.

It’s a MAKO. And it’s the perfect predator.

MAKO®

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GRAPHIC ELEMENTS

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MOOD BOARD

OBJECTIVE The purpose of the mood board is to highlight the 2017 MAKO® brand graphic elements. It is for internal use only and not meant for customer-facing use or display.

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

2017 MAKO creative executions will always include these core elements.

10

GRAPHIC ELEMENTS

OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements

ELEMENTS

1. Sharp Diagonals 2. Background3. Typography4. Blue Bar5. Brand Logo

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

1 1

2

3

3

4

5

2017 MAKO creative executions will always include these core elements.

11

OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements

ELEMENTS 1. Sharp Diagonals

Sharp diagonal lines illustrate MAKO’s aggression, precision and mobility. Diagonals run right or left, and emphasize movement. The largest angle should have a gradient feather that keeps it from interfering with the subject of the image. This gradient can be adjusted depending on the photo used.

GRAPHIC ELEMENTS SHARP DIAGONALS

2017 MAKO creative executions will always include these core elements.

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

1 1

12

OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements

ELEMENTS 2. Background

The background should be a prominent full-bleed image that features a beauty shot.

GRAPHIC ELEMENTS BACKGROUND

2017 MAKO creative executions will always include these core elements.

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES 2

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GRAPHIC ELEMENTS TYPOGRAPHY

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements

ELEMENTS 3. Typography

The slab serif headline font has a rigid, distinct structure that commands attention on the page. It compliments the sleek, modern feel of the san serif body copy. It also balances out the use of our angular graphic elements. Headlines should be multiple lines with at least one line emphasized (extra bold and medium) to create contrast.

Body copy is a hefty sans serif to contrast the large serifs or the slab serif headlines.

Headline: Memphis LT STD

Body: Gotham Medium

Copy should be MAKO blue or white

2017 MAKO creative executions will always include these core elements.

C 98M 69Y 35K 18

C 0M 0Y 0K 0

R 0G 78B 113

R 255G 255B 255

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3

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GRAPHIC ELEMENTS BLUE BAR

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements

ELEMENTS 4. Blue Bar

The blue bar is a flexible container that can used to house secondary information, such as, page numbers, contact information or a footer like the moodboard.

2017 MAKO creative executions will always include these core elements.

4

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OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements

ELEMENTS 5. Brand Logo

The brand logo should be prominent and easily seen on the page.

GRAPHIC ELEMENTS BRAND LOGO

2017 MAKO creative executions will always include these core elements.

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

5

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GRAPHIC ELEMENTS SUMMARY

COLOR PALETTE

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

C 98M 69Y 35K 18

C 0M 0Y 0K 90

C 0M 0Y 0K 0

R 0G 78B 113

R 66G 66B 66

R 255G 255B 255

2017 MAKO creative executions will always include these core elements.

FONTS MEMPHIS LT STD (HEADLINES)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

GOTHAM MEDIUM (BODY COPY)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

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PHOTOGRAPHY

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Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

PHOTOGRAPHY

OBJECTIVE To define and display correct photography for the 2017 MAKO® campaign

STYLE 1. Product Beauty2. Lifestyle

The U.S. market has a wide variety of ethnic diversity, with a dynamic growth pattern among ethnic groups. As a brand that strives to attract those from all ethnic backgrounds, we must acknowledge our understanding of diversity and reflect this in our imagery selections for creative executions.

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2

All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.

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Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

OBJECTIVE To define and display correct photography for the 2017 MAKO® campaign

STYLE 1. Product Beauty

Product beauty shots should show off the prowess of MAKO boats and reflect the positioning as the perfect predator.

PHOTOGRAPHY PRODUCT BEAUTY

All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.

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PRODUCT BEAUTY

This shot features rough, open water, camaraderie among fishermen and the thrill of the catch. MAKO® shines as the perfect predator.

This shot shows anglers engaged in landing a fish, demonstrating the capabilities of the boat. The vivid background highlights the clean lines of the boat.

This shot is boring. The fisherman are standing around and not interacting with one another or the water. The ocean is flat and there is no energy.

This shot is uninteresting. The crew looks cold and uncomfortable, the boat isn’t trimmed properly, and the background is bland.

All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.

DO DON’T

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PHOTOGRAPHY LIFESTYLE

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

OBJECTIVE To define and display correct photography for the 2017 MAKO® campaign

STYLE 2. Lifestyle

Lifestyle photos should always convey adventure, action, prowess and confidence. For example, shots of triumphant fishermen with the day’s catch illustrate the MAKO’s status as the perfect predator. Lifestyles are generally tighter shots that focus on the people, evoke an emotional response and don’t usually show the entire boat.

2

All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.

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LIFESTYLEDO DON’T

This photo tells a story through the dramatic lighting, the silhouetted figure and the heroic pose. This shot puts the viewer at the center of their own adventure and makes them want to fish aboard a MAKO®.

The angler shows true satisfaction with his catch. He’s in his trusted MAKO, the perfect predator needed for an amazing moment like this.

There is no energy or emotion in this shot. It could be any day on the water aboard any boat. These scenarios don’t capture the essence of the perfect predator as either fishermen or boat.

This image is awkwardly cropped with the main subject’s face not showing, which consequently, eliminates any emotional connection with the viewer.

All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.

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VOICE

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VOICE

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

2

OBJECTIVE To define and display correct brand voice for the 2017 MAKO® campaign

TONE 1. Headline2. Body

All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.

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VOICE HEADLINE

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

OBJECTIVE To define and display correct brand voice for the 2017 MAKO® campaign

TONE 1. Headline

Headline language is confident and powerful to convey MAKO boat’s status as the perfect saltwater predator.

1

All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.

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VOICE BODY

Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.

MAKO-BOATS.COM

ULTIMATE ADVENTURE

FOR ANGLERS AND FAMILIES

OBJECTIVE To define and display correct brand voice for the 2017 MAKO® campaign

TONE 2. Body

Body copy supports the headline and/or visual by detailing the features of what gives MAKO its rugged and legendary name.

2

All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.

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VOICE TONE

Confident

Powerful

Agile

Exciting

Passionate

Adventurous

Cheery

Humorous

Gentle

Lighthearted

Soft

Boring

HEADLINES & BODY COPY HEADLINES & BODY COPY

DO DON’T

All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.

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Legendary Fishing

Command the Water

Crushing Breakers andBreaking Records

Smooth and StableInshore Ability

Built for the Joy of Fishing(too gentle)

Enjoy an Afternoon on the Open Sea (too cheery)

This bay-busting beast is engineered to handle both the hardest chop and the skinniest inshore flats. So whether you’re stalking the salt grass for reds or pulling cobia off a wreck, you’ll find that its got a perfectly calculated balance of power and finesse that will get you out with the crew and in with the fish in supreme confidence.

Saltwater fishing is a game of luck, and MAKO comes equipped with the tools to bring the odds in your favor. From reeling in the day’s catch to cruising on the waves, MAKO is there as your weekend fishing vessel.

HEADLINES HEADLINES

BODY COPY BODY COPY

DO DON’T

VOICE EXAMPLES

All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.

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EXECUTIONAL EXAMPLES

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PRINT AD

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BROCHURE INTRO SPREADS

THE PERFECT PREDATORThe 334 CC ushers in a new era for MAKO—an era of empowered performance, elevated style, and the best fit and finish we’ve ever produced. It’s built to feed your passion for sportfishing in safety and style with an alliance of custom creature comforts and state-of-the-art technology.

OFFSHORE BOATS

334 CC

MAKO-BOATS.COM 00

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BROCHURE FEATURE SPREADS

SPECIFICATIONS:

33'4"

• Head enclosure w/molded liner, wiring access hatches, removable storage pouch,

mirror & double-gasket door

• Sink w/faucet & on-demand freshwater

• 3 port & 3 starboard gunwale-mounted rod holders w/MAKO logo

• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep

station w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated

anti-slosh livewell & tackle storage

FEATURES• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long

• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station

w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated anti-slosh

livewell & tackle storage

• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long

• Sink w/faucet & on-demand freshwater

MAX. PEOPLE/WT.13/2,600 LBS. (1176.3 KG)

LENGTH 28' 4" (8.67 M)

BEAM9' 10" (3.00 M)

APPROX. HULL WT.6,000 LBS. (2,721.6 KG)

TRANSOM HEIGHT30" (76.20 CM)

FUEL CAPACITY228 GAL. (863.1 L)

DEADRISE21°

Boat and Motor w/Twin Mercury® 200 XL Optimax® Verado® (L4)

TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000

PLUS PREP AND FREIGHT. WHITE MOTORS ARE OPTIONAL. PRICE EXCLUDES OPTIONAL TRAILER.

$00,000

334 CC

MAKO-BOATS.COM

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EXECUTIONAL SUMMARY

SPECIFICATIONS:

33'4"

• Head enclosure w/molded liner, wiring access hatches, removable storage pouch,

mirror & double-gasket door

• Sink w/faucet & on-demand freshwater

• 3 port & 3 starboard gunwale-mounted rod holders w/MAKO logo

• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep

station w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated

anti-slosh livewell & tackle storage

FEATURES• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long

• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station

w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated anti-slosh

livewell & tackle storage

• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long

• Sink w/faucet & on-demand freshwater

MAX. PEOPLE/WT.13/2,600 LBS. (1176.3 KG)

LENGTH 28' 4" (8.67 M)

BEAM9' 10" (3.00 M)

APPROX. HULL WT.6,000 LBS. (2,721.6 KG)

TRANSOM HEIGHT30" (76.20 CM)

FUEL CAPACITY228 GAL. (863.1 L)

DEADRISE21°

Boat and Motor w/Twin Mercury® 200 XL Optimax® Verado® (L4)

TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000

PLUS PREP AND FREIGHT. WHITE MOTORS ARE OPTIONAL. PRICE EXCLUDES OPTIONAL TRAILER.

$00,000

334 CC

MAKO-BOATS.COM

THE PERFECT PREDATORThe 334 CC ushers in a new era for MAKO—an era of empowered performance, elevated style, and the best fit and finish we’ve ever produced. It’s built to feed your passion for sportfishing in safety and style with an alliance of custom creature comforts and state-of-the-art technology.

OFFSHORE BOATS

334 CC

MAKO-BOATS.COM 00

34

CONTACTS

Randall GeorgesArt Directorregeorges@basspro.com(417) 873-5903

J.D. PateCopywriterjdpate@basspro.com(417) 873-5133

Connie MarcilTraffic Coordinatorcamarcil@basspro.com(417) 873-4149

Chris WilsonCreative Managercrwilson@basspro.com(417) 873-4545