Build a scalable tour and brand ambassador program that authentically represented the Columbia PFG lifestyle while driving organic awareness and peer-to-peer influence across key SEC campuses.

THE EXECUTION

Designed and operated a four-stop SEC campus and tailgate tour tied to marquee football matchups

Footprint included a multiplayer fishing arcade game, fishing-themed photo booth, a PFG apparel showcase, and an onsite culinary staff preparing local favorites, served fresh and hot

Launched a targeted SEC college ambassador and influencer seeding program across select schools, mailing curated gift boxes and rewarding ambassadors with branded Yeti coolers filled with swag