5 N.E. Shops Wage Paintball War

Client Sets Sights on National Ad Campaign
BOSTON–Paintball News Corp. has selected five contenders in the review for its estimated $2 million advertising account.
Invited to make final presentations were Harpell/Martins & Co. in Maynard, Mass.; Tom Davis + Co. in Lexington, Mass.; Pyxis Creative Group in Leominster, Mass.; Duffy & Shanley in Providence, R.I.; and KSV in Burlington, Vt.
A final decision is expected in the next few weeks, said David Hutcherson, Paintball News Corp.’s vice president of corporate sales and partnership marketing who is overseeing the agency review.
The Hillsboro, N.H.-based company publishes Paintball News–the only newspaper covering the industry–and manages a nationwide network of locations where the sport can be played.
Paintball News Corp. is looking for an agency “that can demonstrate an ability to help us recruit additional play sites . . . and reposition paintball into a mainstream entertainment sport,” Hutcherson said.
After hiring an agency partner, the client in April will look to launch a national campaign targeting 10-15-year-old males and their parents. The ads may also look to attract corporate sponsors, Hutcherson said.
“Overall, we hope it will increase the awareness of paintball as an exciting entertainment option and dramatically boost attendance at participating locations,” he said.
Besides Paintball News, four magazines also cover the sport, which has grown into a multimillion-dollar international industry and attracted advertisers such as pharmaceutical firm R.P. Scherer.