MINNEAPOLIS (February 18, 2004 ) - Commercials promoting FLW Outdoors will launch on the Wal-Mart Television Network beginning later this month. The commercials showcase the FLW Tour's professional anglers and FLW Outdoors' new line of baits available exclusively at Wal-Mart. The five different commercials - which emphasize fishing as a relaxing way to spend quality family time - will be in rotation on the Wal-Mart Television Network twice an hour and will peak at six times an hour during the year.
According to Nielsen ratings, 99 million consumers turn to the Wal-Mart Television Network for product information each month. The ratings show that 51 percent of consumers have brand recall from watching the Wal-Mart Television Network, compared to only 24 percent of those viewing at home. The commercials will jump-start an FLW Outdoors brand-awareness campaign and drive home FLW Outdoors' tagline "Fishing, and a whole lot more."
Bill Petrowiak, vice president of marketing and communications for FLW Outdoors, said: "The ads are a great vehicle for FLW Outdoors to get into the consciousness of mainstream America every day. We are grateful for Wal-Mart's endless support and anticipate that the commercial will propel our continued efforts to create more brand awareness."
The ads feature three FLW Tour anglers including Team BFGoodrich Tires member Scott Martin of Clewiston, Fla.; Team 7UP member Robert Pearson of Oak Hill, Va.; and Team Land O'Lakes member Karen Savik of St. Louis Park, Minn. The ads show the pros teaching kids how to cast and also show the anglers alone enjoying some peaceful time out on the water.