Natural Heroes

Field & Stream's "Heroes of Conservation" program is more than an advertiser-sponsored event. It is more than an annual magazine feature or a website video series. It has done far more than generate 7 million USD in revenue with its multimedia approach.

"The best integrated marketing programs are born out of a strong editorial idea and speak to what the magazine's readership is passionate about," says Editor Anthony Licata. "It's about taking your brand and bringing it to life."

Heroes of Conservation began six years ago as a way to recognize and support the efforts of men and women who have taken special responsibility for the environment they love. Three individuals are profiled in every issue of the magazine, and of these, six are chosen yearly as national finalists. Field & Stream tells their stories in detail through an extended print feature and a series of ten-minute videos on a Heroes-branded microsite. The videos are also shown as vignettes within other F&S-branded television shows on the Outdoor Channel. The program culminates with an awards gala where all the finalists are honored and the winner is announced. The grand prize winner receives money and prizes furnished by the program's exclusive sponsor, Toyota.

Perhaps more important than cash and prizes, Heroes of Conservation provides exposure for these impressive individuals and their projects to attract funding, volunteers, and local government support, says Licata. "Every finalist contacts me weeks after the gala to say that the impact has been unbelievable." Especially memorable were the moments at the gala where finalists, elected officials, and representatives from Toyota had a chance to meet personally and speak about the work that still needs to be done, Licata says.

While the 115-year old magazine title has a long, successful history of leadership in conservation, Licata says, "We are actually leaders following our readers' lead. You are the most successful when you recognize how you can help them."