DavisPartners Crafts First Redington Campaign | Adweek
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DavisPartners Crafts First Redington Campaign

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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.

"Redington attracts a more avid, non-traditional fisherman," said Jensen. "[The typical Redington consumer] is not into the sport because of the romance of it—they are interested in catching fish. We crafted all materials to reflect that."

One footwear-focused execution shows a black and white close-up of a fly-fisherman's boots in rushing water. The headline reads, "Our idea of active footwear includes an outsole that keeps you in one place. It's not like you're gonna outrun the fish." Copy at the bottom of the ad goes on to say, "Redington FootTackle offers a wide selection of quick-drying, water-repellent shoes, boots, sandals and slip-ons with three grip-and-grab outsoles ... you'll look and feel as good pounding the pavement as you do stepping into a stream."

"We were attempting to change direction and realign our brand for the future," said Jim Murphy, president of Redington.

Ads are appearing in publications such as American Angler, California Fly Fisher, Fly Fish America, Fly Fisherman and Fly, Rod & Reel.