Catalog/ Direct Marketing

Client: Holiday Diver, Inc. d/b/a World Watersports, Divers Direct

Sample Copy:
Mares Volo Race Fins
Leaping off the boat its great to know that
your fins are going to take you where you want to go. The only fin to hold eight patents, the full foot Volo Race uses refined versions of features found on the original Volo including Channel Thrust and Optimized Pivoting
Blade technology. The Volo Race produces maximum thrust with minimum effort, allowing you to see the most on your dive and still have energy for a second dip.

Coconut Bay Shirt
Haughty country club shirts are apt to make the man who wears them look like he belongs in the senior leagues. This silk shirt with an elegant palm tree print will have people wondering how you got to where you are, but keeps you casual and approachable. We admit, there is something a little cocky about this shirt, but that seems to be why it’s so popular.

About: Holiday Diver has been publishing quarterly gear catalogs since 1998. Since that time, their business has evolved to include dive travel as well. I came up with the concept for a new catalog that featured both gear and travel. By featuring the gear "on location" instead of a white background, it made the products look much more exciting. All the while, the piece helped to reinforce our branding as the company to turn to for tropical adventures.

In addition to writing the copy, I produced the catalog, working with the company's VP of Marketing and Graphic Designer to plan the piece. I worked with the Turks & Caicos Tourism Board and various local resorts and dive boat operators to build a piece that sold the Turks & Caicos as well as our gear. We commissioned world-famous underwater photographer Steven Frink to help increase the visual impact of the piece through stunning photography.

Results wise the piece was a success. Not only did it generate sales over the phone and the internet, we found that it did an impressive job of driving customers to Divers Direct's retail stores.

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