For manufacturers, hooking anglers on a new product can be tougher than landing a trophy fish. Fortunately for Troy Bachmann, his hand-tied commercial flies – widely regarded as the Tiffanies of the sport – had already reeled in 30 IGFA World Records (the angling world’s equivalent of a Best Picture Oscar).
The problem was, clients and retailers didn’t know that Bachmann had sold his old company and started another. So while the product was the same, the brand name had changed.
To bridge the gap, Foggia Public Relations was recruited to help launch his new manufacturing entity, Fly H20, at the Fly Fishing Retailer World Trade Expo. As well as hooking the attention of every magazine editor in attendance, Foggia mounted a saturating national campaign and penned much of the copy for the company’s new website.
When Tami Ashcraft’s book, Red Sky in Mourning – her gripping story of surviving a deadly hurricane while sailing across the Pacific – wasn’t getting the attention it deserved, the author enlisted Foggia Public Relations to create a new wave of media interest. The result: an invitation to appear on “Oprah,” along with feature stories in major newspapers, including the San Diego Union Tribune and Orange County Register, and numerous radio and television interviews.
On the eve of the largest sportfishing trade show in North America (ICAST), Ken Sifferman of Reel Expressions, engaged Foggia Public Relations to broadcast the debut of his splashy new invention – car antennas in the shape of miniature fishing rods. It worked. Sifferman walked away with a boatload of orders and press coverage across the U.S.
Foggia Public Relations was commissioned by The Fly Fishing Shop to mount the first-ever publicity campaign for its annual Sandy River Spey Clave in Oregon. It not only snagged an 18-page cover spread and online video story in the high-end magazine, Fish & Fly; a feature in the popular periodical, American Angler; and numerous stories in Northwest newspapers – Foggia gave this once regional-only event the national exposure it had long deserved, with the bonus of an immediate boost in attendance.
Making it possible for us to hit the bulls-eye on behalf of clients is Foggia’s lifelong passion for the outdoors and protecting the environment. Her love for fly fishing in particular led to her landmark book, Reel Women. Based on two intensive years of research, Reel Women became the first-ever chronicle of how women had pioneered a place in the history of fishing (beginning 500 years ago) and was named one of the top 25 books on the sport (out of 2400 titles in print) by Field & Stream magazine, among other honors. And it received a tidal wave of publicity, including major features in the Wall Street Journal, Dallas Morning News, Houston Post, Houston Chronicle, Denver Post, Rocky Mountain News, San Diego Union-Tribune, Tampa Tribune, San Jose Mercury News and Orange County Register – as well as on television and NPR.
B & C Beck Photo
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