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Humminbird XPLORE Named Best in Category at ICAST 2025
At this year’s ICAST trade show, the new XPLORE™ Series Fish Finder from Humminbird® was named Best in Category for Marine Electronics, a recognition that reflects both the product’s innovation and the strength of its launch.
XPLORE represents a major step forward in connected fish finding technology, giving freshwater and saltwater anglers complete control of their on-the-water experience through the new line of multifunction displays. The fish finders integrate seamlessly with Minn Kota® trolling motors and shallow water anchors and Cannon downriggers, as well as the One-Boat Network® App. It’s a full reimagining of how a connected fishing system can work on and off the water — and that kind of innovation deserves a launch to match.
That’s Where Swanson Russell Came In
From early positioning and messaging development to the full creative campaign, product launch and multi-channel rollout, our team helped bring the story of XPLORE to life. The strategy centered around clarity, connectivity and real-world use — making sure audiences didn’t just see what was new but understood how it made a difference on the water.
"Powerful product launches happen when there is trust, shared vision, and a deep understanding of the audience you’re speaking to,” said Swanson Russell’s Patrick Finnegan, EVP, Group Account Director. “That’s what has defined our partnership with Humminbird and why XPLORE connected so strongly with the fishing community.”
Humminbird’s recognition at ICAST is a well-earned celebration. And for us, it’s also a proud moment in a partnership built around pushing what’s possible in fishing technology.
Swanson Russell, the Nation’s Leading Agency for Brands That Work and Play Outdoors, is a full-service advertising and marketing agency in Lincoln and Omaha, NE. We’re on a mission to Make Belief™ by uncovering a brand’s reality, unleashing creative possibilities and building trust over time. See the work we’ve created, get to know our approach — then, contact us to see how we can help.
