Pullmaster® and Captain Phil Harris of Deadliest Catch
Objective: Reintroduce the Pullmaster brand as the commercial fisherman's choice in industrial winches.
Overview: Comm-Arts was commissioned to reintroduce the Pullmaster brand as the industry's toughest, most reliable winch – no matter what the conditions, no matter what the weather.
Discovery Channel's hit reality series Deadliest Catch features the world's best crab-fishermen as they do battle on the Bering Sea. Commercial fishing boats depend on their winches to hoist up pots or nets weighing 1,000 pounds or more and to move around heavy equipment on deck. The increasing popularity of Deadliest Catch presented a valuable opportunity to connect a "tough, reliable" and hugely popular celebrity who actually used Pullmaster winches with the Pullmaster brand.
Comm-Arts developed an integrated image campaign consisting of full-page print ads for international publications, a video promotional for use in tradeshows and on the Pullmaster website, calendar giveaways, on-hold audio bites, and live appearances by the captain himself.