The campaign features “Annette Finnegan,” an angler who “catches” unsuspecting people and shares the benefits of fishing in places that are relatable to non-anglers. This character-driven approach allowed the campaign to deliver key messages in a way that is surprising, light and funny, while being authentic and recognizable. Furthermore, the humor allowed the message to cut through the saturated media landscape. The integrated campaign included broadcast video
, social media, outdoor billboards, a Michigan Welcome Center display poster and more.