WPA Touts Outdoor Life Network




LOS ANGELES-WPA Communications is breaking a new campaign for Outdoor Life Network, Stamford, Conn., an outdoor adventure cable TV channel.
Consumer and trade print ads began running this month in men’s and outdoor enthusiast publications, including Men’s Journal, Field & Stream and Outside.
The Santa Monica, Calif., agency recently picked up OLN’s creative and media planning, after an informal review of four undisclosed East and West Coast shops. Media First, New York, will handle media buying on the estimated at $5 million account. Burkhardt & Hillman, New York, previously provided creative, while Los Angeles-based Western Initiative Media Worldwide handled media.
“This is the only cable channel that is specifically targeted to the adventure enthusiast audience,” said Patrick Aroff, WPA co-founder and creative director.
“We knew they had creative talent,” said OLN marketing director Wendy McCoy. “We needed to make sure they understood our target.”
TV ads are slated to break in June, McCoy added. ƒ