Transcontinental and WFN go fishing

The joint venture casts print, TV and web bait to net Canada's fishing enthusiasts.

Two outdoorsy media outlets have entered into a strategic cross-promotional partnership involving their TV, print and online properties.

Transcontinental publication Outdoor Canada and national 24/7 fishing network WFN will share content and engage readers and viewers in joint contests as part of a media asset package.

‘Together, we’ve created an enticing national offering for advertisers looking to reach the lucrative outdoor market,’ says Christopher Doyle, VP marketing of Toronto-based Insight Sports.

The partnership will roll out over the next year on television, with 30-second Outdoor Canada spots on WFN, which will also incorporate Outdoor Canada experts into programs like Reel Road Trip for themed content devoted to travel and gear like ‘WFN Green’ starting in April.

In print, WFN personalities, hosts and professional anglers will be featured in Outdoor Canada and, similar to the TV initiatives, Outdoor Canada will integrate WFN personalities into themed issues.

Online, cross-promotional initiatives involving national contests and promotions will also roll out in 2009 with podcasts featuring the partners’ various personalities.