We were challenged with reinventing an underperforming brand in the outdoor arena that was nearing business closure. Audience numbers were experiencing rapid decline and advertising revenue had been particularly limited. We Identified key areas of heightened audience interest and business development opportunity specific to the hunting content. Recognizing a trend in increased youth involvement within an industry that generates than 30 billion dollars per year meant we’d unwrapped the kind of opportunity we thrive on.
During conceptualization, we developed a content strategy that would engage and entertain both seasoned enthusiasts and the next generation who were at the beginning of such an epic journey. Having previously worked with a sister publication with some of the same key themes and audience goals, we analyzed resources to determine optimization of core content development, both in-house and at contractor level, before rollout of a completely new editorial strategy.
With American Hunting Guide, we created a window into the great wild, sharing the stories of the hunt, the friendships made and the food that so epically accompanies it. American Hunting Guide was launched in print, digital and social platforms, constituting a visual experience and story unlike anything before it—a true reinvention of a brand and a focused business and opportunity for the entire team.