Boating Group Casts Net for a Half-Dozen Shops

Six agencies have been selected to compete for the Recreational Boating & Fishing Foundation’s advertising assignment.
In the running for the Alexandria, Va., client are Austin Kelley Advertising, Atlanta; Carmichael Lynch and Martin/Williams, both in Minneapolis; The Richards Group, Dallas; Loeffler Ketchum Mountjoy, Charlotte, N.C.; and Long Haymes Carr, Winston-Salem, N.C.
The newly formed nonprofit group is funded through The Sportsfishing and Boating Safety Act of 1998. Through that legislation, $36 million is earmarked for a five-year, nationwide outreach effort–about $7.2 million per year.
A cut to finalists will be made this month, said Judy Neer of Pile and Co., the Boston consulting firm overseeing the review.
The remaining shops will likely be given a strategic creative assignment and present their efforts at RBFF headquarters before a winner is announced early in May.
The winning shop will then be asked to fashion campaigns promoting boating, fishing and the appreciation and conservation of the nation’s aquatic resources.
The client is seeking emotional, compelling advertising, and contenders were chosen based on their creative acumen and ability to craft campaigns in a variety of media, sources have said.
The client also sought contenders with experience promoting sports and outdoor products or destination marketing.
Carmichael’s work for Harley-Davidson was likely helpful in boosting that shop into the semifinals, while Richards’ efforts for The Catfish Institute and Cole-Haan were considered relevant. Long Haymes has handled Remmington Arms and sports marketing for R.J. Reynolds. Loeffler has crafted ads for North Carolina Travel & Tourism. K