The heart of Fiber is the paper publication. But because we set out to get noticed, we knew at the very outset that simply sending or delivering the publication would not get the response we wanted.
Objectives
The objectives were to get noticed, to cut through the usual promotion pieces that land on everyone’s desk.
Goal
Our goal was to reach a very busy target market – advertising and communications professionals, primarily in the greater Toronto area, and secondarily across Canada and the U.S.
Solution
Once we had the format and the concept for the publication we focused on how we would get it noticed. To that end, we decided on a launch event for each issue.
Invitations to the events took the form of postcards, followed up by email campaigns and then supported by dedicated Web sites.
Results
The events are attended by up to 300 highly targeted people in the communications business. Typically 6,000 to 7,000 copies are printed. The early ones are all “sold out”. The publication and the launch events have lead to direct business for all partners. Both the publications and the Web site have won awards in major North American shows.
The partners have received industry-wide recognition due to Fiber.
See the Web site for Fiber, H2 Oh Oh, featuring the photography of Photosensitive.
See the Web site for Fiber, The Beast In Me, featuring illustrations of Anita Kunz.
See the Web site for Fiber, Fame, featuring the photography of Christopher Wahl.
See the Web site for Fiber, Pixel Power, featuring the illustrations of Eboy.
See the Web site for Fiber, Amorous Nature, featuring the photography of Yuri Dojc.
