Minneapolis agency Colle McVoy recently launched a unique non-traditional print campaign for the Recreational Boating & Fishing Foundation (RBFF), an organization dedicated to getting people out on the water more often. In order to build awareness and drive traffic to their site, the campaign places messaging in unexpected places in outdoor lifestyle publications.
With copy that reads, “Find out where the fish are biting at TakeMeFishing.org,” “Staple” hooks a bass with one of the magazine’s staples to demonstrate how the tips on the Web site can help people catch more fish.
“Fish Finder” literally highlights the fact that TakeMeFishing.org helps people develop the skills to find “fish.”
“Fish Gutter” informs people that TakeMeFishing.org has fishing hotspots for thousands of bodies of water, so fish can’t hide anymore—not even in the gutters of magazines.
Finally, by utilizing the page numbers of the magazines to serve up stats in a fresh way, “Page 52” shows that TakeMeFishing.org has an abundance of information about fishing and boating.
// From our friends at Communication Arts