SITUATION
Johnson Outdoors was looking to capitalize on the holiday, gift-giving season to increase revenue in a traditionally slow-sales time of year. Johnson Outdoors brands have conventionally focused public relations efforts on niche trade publications during the spring and summer, when their industry is most active.

GOALS & OBJECTIVES
- Position Johnson Outdoors unique products as perfect holiday gifts for outdoors lovers
- Place Johnson Outdoors products in annual “gift guides” and holiday features
- Build awareness of Johnson Outdoors products beyond outdoors publications

IMPLEMENTATION
Boelter + Lincoln produced and distributed a personalized, direct e-mail to various media producers and writers highlighting four Johnson Outdoors products tailored to the specific interests of the market. B+L also created a website, linked to the e-mail, with details and downloadable photos for all highlighted products as well as securing and facilitating television and feature story interviews for Johnson Outdoors spokespeople.

RESULTS
- More than $123,000 in media value and more than 4.2 million impressions
- Coverage in newspapers across the country
- Regional television story coverage, including a 5-minute interview on Fox 6 in Milwaukee
- Magazine coverage including articles in Trailer Boats, Florida Sportsman and Shallow Water Angler