Best of New Zealand Fly Fishing (BONZFF) has operated for over thirty years, offering premium fly fishing experiences. ICLA was chosen to create an advertising campaign to attract new customers, boost bookings and revenue, and identify potential suppliers for partnerships.

We understood that fishing isn’t for everyone, particularly for couples where one partner may not enjoy it. Thus, we emphasized activities like hiking, golfing, and extreme sports. New Zealand offers something for everyone. We targeted a narrow, exclusive demographic and developed a new brand identity.

With a $100,000 budget, we launched an online advertising campaign on popular fishing, lifestyle, outdoor sites, and golf country clubs. We created  a lifestyle magazine called New Zealand Is, and distributed it electronically. A website was developed to centralize inquiries and orders.

The campaign resulted in a 60% increase in business for three seasons. To support the brand, six bi-monthly newsletters were produced for several years to keep customers informed about BONZFF news and events.