Rapala has developed a new fishing lure called the Siren and wants to promote it through a print advertising campaign. The campaign aims to convince experienced fishermen aged 30-60 that the Siren is the best lure in the world by showcasing that it will catch more fish due to Rapala's reputation for innovative, high-performing lures and their loyal following among fishermen.

1. Client: Rapala Date: 1-16-07
Project: Print campaign for the Rapala Siren lure
Job Number: 1
WHY ARE WE ADVERTISING?
Rapala has a new lure they want to promote.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Convince avid fishermen & women that Rapala’s new lure, the Siren, is the best in the world.
WHO ARE WE TALKING TO?
Skews male but includes females who share a passion for fishing. Age 30 – 60, rugged outdoor enthusiasts. Expert
fishermen who know their stuff. They’re very familiar with Rapala.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Catch more fish with Rapala’s Siren lure.
WHAT ARE THE REASONS TO BELIEVE THIS?
Rapala is an established company with a loyal following. Rapala is known for innovative lures, and fishermen have
achieved proven results with their lures in the past.
MANDATORIES
Logo
THIS MIGHT HELP
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