Enmeshed magazine part of campaign to save leatherback sea turtle

A magazine comes encased in a fishing net as part of an innovative direct mail campaign trying to save the critically endangered leatherback sea turtle. Marketing magazine reports that the campaign by the Canadian Sea Turtle Network was designed by ad agency Target Marketing and Communications in St. John's and coincided with a National Geographic article in its May 2009 issue, covering CSTN's efforts to save the species.

Each mailer included a copy of the magazine encased in a real, green fisherman’s net, said Noel O’Dea, Target’s president and director of strategic and creative planning.

A personalized handwritten note from Kathleen Martin, executive director, Canadian Sea Turtle Network (and former Marketing correspondent) was placed under the net, with a CSTN business card marking the article.

Recipients had to cut the net to read the magazine and the note.

The piece was sent across North America to key bloggers and journalists with environmental and conservation backgrounds that the agency felt had the “best influence with their audiences,” said O’Dea.

“We wanted to differentiate it from everything else that landed in their ‘in’ tray,” he said. “It’s differentiated in every way, not only their shape, size and weight, but they actually have to free the magazine, which is relevant with what the CSTN is working to do.”