With a fixed budget, management wanted to attract more people to sky-dive but didn’t know how to target or message.
Create campaign targeting extreme sport enthusiasts who had never sky-dived, utilizing print campaign, and guerrilla placement. The Goss Agency’s Benefits Testing Program successfully identified who would sky-dive if motivated. In addition to current skydivers, our campaign was designed to reach the free spirit” type who takes part in other adventurous sports and activities such as rock climbing, but had never sky-dived. The campaign took shape with solid sky-blue posters and ads that featured small white type, which was positioned as if it were falling through the sky.
Reached capacity within months.