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West Marine rolls out Father’s Day photo promotion

West Marine announced its 2015 “Deck Out Dad” promotion, which runs from May 11 to June 19, with the winner announced the week after Father’s Day.

This Father’s Day, West Marine is looking for the dad most in need of a waterlife makeover. By spreading the word on social media — Instagram, Facebook and Twitter — West Marine is encouraging folks to share photos of fathers who could benefit from a $500 West Marine gift card.

Maybe dad will upgrade his fishing gear to better enable him to catch dinner — or just update his casual attire so he doesn’t embarrass the family at a favorite seafood restaurant. He might need foul-weather gear that doesn’t leak or a life jacket that doesn’t look as if it survived World War II. He might even want to spend the gift card on supplies to finish a boat project he started last season.

Whether the dad in your life is incredibly makeover-worthy or just a little too frugal, West Marine wants to hear why he deserves to win new gear from the retailer.

“There are a lot of people who love being out on the water with their dads — even if their dad could use a makeover,” West Marine senior vice president of marketing Deb Radcliff said in a statement. “The contest is a fun way to share photos of friends and families who enjoy spending time together on the water.”

Photos should be posted on Instagram, tagged to West Marine and include the hashtags #westmarine #deckoutdad.

Captions should include information about why the dad is deserving and/or in need of a makeover.

The winning entrant will be asked to visit a West Marine store to pick up the $500 gift card, and must agree to a brief photo shoot that shows him shopping. (What he buys is up to him.) He must also agree to use of the photos (before and after) for West Marine promotional purposes.