DavisPartners Crafts First Redington Campaign

For Redington’s first foray into advertising, DavisPartners has unveiled a series of print ads, each touting a different fly-fishing product.

Print executions are designed to appeal to the Stuart, Fla., company’s demographic: males aged 35-55 whose income and education levels skew higher than average. Redington’s products range from the industry’s most expensive fly-fishing rods to footwear and accessories. Redington is owned by Orvis of Manchester, Vt.

“We’ve built the brand from the ground up,” said Stewart Jensen, director of client services at the Boston agency.