We came up with an interactive solution that made use of the physical format and layout of the newspaper. We used the hand gesture used by fishermen the world over to indicate their fish was ‘this big’ and the ability to separate the newspaper pages to create an interactive and relevant press ad. The idea positioned the fishing magazine (and all of Paul Burt’s tips within) as the secret to increasing the size of your catch; the ultimate goal of any fisherman.

Unprecedented reader interest was generated and despite its relatively humble prize offering (a rod and reel package worth approx. $60), it received more than three times more entries than other promotions offering big tickets prizes like overseas holidays. And it didn’t just halt a decline in circulation; it produced a 3.24% increase during the fishing series.