Platinum Winner: Bonnier Corp., Field & Stream's Heroes of Conservation
Iris Dorbian

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Preserving wildlife is an important crusade for many outdoorsmen. In September 2005, this was given wider scope in a Field & Stream article entitled “Heroes of Conservation,” which honored those engaged in local conservation efforts. From this feature the Heroes of Conservation program developed and was launched in the October 2005 issue. Toyota, wishing to strengthen its presence in the heartland, while growing awareness of its Tundra truck brand, signed on for two years to be the exclusive sponsor of the Heroes of Conservation program’s awards gala. “They knew that hunters and fishermen use full-sized pickup trucks and this would be a great group to target,” says Eric Zinczenko, publisher of Field & Stream. “That’s why this program worked.”

As part of its sponsorship, Toyota has enjoyed multiple ads and premium placement showcasing its brand. It received franchise positioning in Field & Stream in each issue, with a full-page ad and a 1/3 vertical flanking the Heroes of Conservation edit. Toyota had an advertorial gatefold that opened up to a feature recognizing the Heroes of Conservation finalists and has received Page 4BC positioning congratulating the 2006 finalists in the November ’07 issue.

Winners were feted at an awards gala, held at the Time Warner Center in New York’s Columbus Circle. There Field & Stream Editor-in-Chief Sid Evans emceed the event as 200 attendees received gift bags, courtesy of Toyota and Field & Stream that included literature on the new Toyota Tundra.

The feedback from Toyoto has been positive, says Zinczenko. “We just heard this week they’re back for year three and four.”
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