Manhattanite Goes Fishing For Stories In The Boonies

from AdAge: I clambered into a suspension-less, musty old cab outside the train station in Harrisburg, Pa., more in hope than expectation. The chances of my driver — a central-casting Boo Radley — knowing the whereabouts of an outdoor-sports store that opened its doors for the first time that morning seemed slim at best.
But Boo — real name, Gary “Frenchy” French — was a true gent, several steps ahead of me. “Ah yes, Bass Pro. I was there last night. It’s fantastic, it’ll bring a lot of business to town.”
AdAge executive editor, Jonah Bloom, traveled to central PA not for a new fly rod, but to learn more about this world of sportsmen and sportswomen who occupy fly-over country. Specifically, he wanted to see how Toyota is marketing its full size Tundra trucks to the sporty set. Last April, Toyota inked a deal with Bass Pro making the Tundra “the official truck of Bass Pro.” Toyota’s Steve Jett said, it makes sense “to fish where the fish are.”
In related news, Sidney, NE-based outdoor giant, Cabela’s, is planning to open it’s first retail stores near urban centers. Stores are planned for Fort Worth, TX, East Rutherford, NJ, Hoffman Estates, IL and Wheat Ridge, CO.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.