Windsurfing By Mail | Branding | Positioning | Marketing | Strategy | Look & Feel | Direct Mail
I was able to shoot catalogs around the world without paying for travel,
lodging, high-priced models, and more.
Here's the story:
A retail store wanted to create a windsurfing mail order catalog yet did not have a tremendous budget.
developed 'Windsurfing by Mail' and combined this with the concept of a
featured products on models at the best windsurfing spots in the world.
product integration (aka product placement), I managed to take
this catalog's readers on a 'World Tour' without any of the usual
expenses typically required for exotic location photography.
By printing over a quarter-million catalogs (with manufacturers presented in the catalog paying a fee to sponsor pages), I was able to generate most of the printing and mailing costs.
Through product integration and/or product placement and/or a small integrated column (in most cases a single image), I was able to make arrangements with hotels and airlines to cover all travel and lodging, plus many of the meals.
did I do this so quickly yet so well?
Before leaving the US, I already knew the exact model poses, clothing and accessories for every shot required by creating acetate camera viewfinder inserts from the catalog I had designed and written in advance. I could then hold these camera viewfinder inserts up at each location to quickly determine exact positioning for the models. In essence, I was 'dropping in' the background (without Photoshop) and determining exactly how the models 'placed' at the location would relate to the background. This design-in-advance process also insured that every photo would fit exactly into the layout, and that no photos taken would be 'random' (saving on film and processing fees in the days before digital).
Through this process and my advance planning, we were able to shoot over 95 final images and complete all of the catalog shots in a little under 2 days.
were some of the benefits?
A mention of the Holiday Inn Grand Cayman integrated into the catalog (see the pack of matches above under the coins?) provided free room and board for the entire crew. Similar integration gave the entire crew free air travel with Cayman Airways.
By integrating a Cayman Island's 'Just Jeeps' Jeep - a deal I made 'on the fly' - I got us a Jeep on the island - but not just any Jeep - the newest Jeep on the island - just 30 miles on the odometer. Not an easy find on any small island - and great for packing models into.~ rob.
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