Client: International Game Fish Association
(IGFA) Fishing Hall of Fame & Museum
Background
In 1998, InterMedia became the agency of record for the IGFA Fishing Hall of Fame and Museum, a new South Florida tourist attraction featuring traditional and interactive exhibits of recreational fishing. In addition to the advertising assistance we provided during the opening of this 80,000-square-foot regional attraction, InterMedia proactively developed a multitude of co-op and promotional efforts to gain further awareness of the facility.
Target markets were identified as
- South Florida residents within a 50-mile radius
- Tourists
- Existing IGFA members
- Media
- Shoppers from Bass Pro Shops Outdoor World
(an adjacent, state-of-the-art retail facility)
Objectives
- To brand the IGFA Fishing Hall of Fame and Museum as a family attraction
- To generate tourist visits
- To encourage ongoing, multiple visits by residents of all ages
Strategies
Work on the account began even before construction of the new facility.
The strategy involved an aggressive media plan to reach tourists and residents. The local community was targeted with a county-wide educational outreach to schools. A variety of exhibitions was scheduled throughout the year and promoted to appropriate target markets. InterMedia planned an annual Hall of Fame Induction event, with celebrity guest Ted Williams, to generate grand opening excitement and media coverage. This event was followed by several other events geared to the tourist and resident population.
Tactics
- Developed logo and branding guidelines
- Collateral materials included rack brochures, exhibition flyers, targeted direct mail, educational outreach materials and a facility rental brochure
- Educational outreach was facilitated through InterMedia’s school board connections
- Rack brochures were distributed to all marinas, the convention center, and other boating- and fishing-related venues
- developed co-op programs with Pepsi-Cola (insert into 6-packs) and Viking Yachts
- mounted a hotel, motel and marina outreach program
- free-standing kiosk program with interactive displays were used in select locations
- interactive fishing tournaments were held with competing radio disc jockeys and news anchors
Results
- InterMedia garnered more than $500,000 in radio, television and newsprint publicity for the Museum over a 2-year grand opening period
- attendance exceeded 100,000 visitors in the first year of operation
- co-op promotions with Bass Pro Shops resulted in exposure to more than 1 million shoppers
