TDA Advertising & Design is starting the first campaign for Apex, the new outdoor-sports magazine of new client Apex Publishing, urging consumers to prepare well for their trips.
The Longmont, Colo. shop, which won the account last year, recently broke its first ad and is launching two others in 2000, for point-of-sale, posters and magazines, said TDA creative director Jonathan Schoenberg.
One ad shows underwear being packed, with each pair labeled for a particular month. Another ad shows a person being tattooed with words detailing a phone number to be called if the person is lost. The tag: “For the more ambitious adventurer.”
“A lot of other magazines are trying to appeal to people in a macho way,” explained Schoenberg. “We’re rejecting that.” Copywriter Eric Liebhauser said it connects “the mundanity to the danger aspect in people’s lives.”
Spending is about $300,000. Schoenberg said TDA is looking to work with Vail, Colo.-based Apex on other creative ways to get consumers to subscribe to the magazine in the next year, such as cards.
–Simon Butler

Publish date: January 10, 2000 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT