The campaign revolved around two elements:•The In book Franchise: Field & Stream created an editorial position called “The Total Outdoorsman” that covered the skills necessary to be the Total Outdoorsman. The edit was flanked by JD-branded advertising on one side and JD-branded event advertorials on the other.•The Event: The advertorials, online and radio eventually culminated with 16 competitors competing to become the Total Outdoorsman. Vignettes recapped the event on national TV.

The program organically extended our outdoors association, outside the pages, and engaged the outdoors audience with 133,662,000 highly targeted impressions. JD recorded 8% growth. Field & Stream named it their keystone marketing platform. Program picked up as a 60-minute show for next season by VERSUS.