Cannes Lions

BOATING AND FISHING ADVOCACY

COLLE + McVOY, Minneapolis / RECREATIONAL BOATING & FISHING FOUNDATION / 2011

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Overview

Entries

Credits

Overview

Execution

In order to drive traffic to TAKEMEFISHING.ORG, we wanted to create an ad campaign that would cut through the clutter of traditional magazine advertising. An added challenge was that we were using an “old” medium to drive traffic to a new one. All the more reason we needed to create interruptive and memorable executions. We partnered with our print publications to secure value-added insertions on top of a more traditional buy.

Outcome

This campaign has led to a 20% increase in site traffic. In the ever more competitive drive for attention, these ads helped increase unaided awareness of TAKEMEFISHING.ORG significantly. The bottom line? We didn’t just buy an impression, we made one.

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