(NEWTOWN, Conn., January 18, 2001) -
Pure Fishing, a global fishing tackle manufacturer and marketing organization, headquartered in Spirit Lake, Iowa, has launched the industry's largest sales promotion to date.
The "Catch More Prizes" Instant Win and Rebate Game was created by Leverage Marketing Group to support the Berkley division's advertising theme "Catch More Fish". The game plays like a day of fishing where players rub off "Lake Berkley" to reveal the value of the prize they may claim, or a colorful fish icon to reveal a valuable rebate. The promotion will run through 2002.

Over 7 million units of Berkley Trilene Line and PowerBait will carry the on-pack game pieces, which feature over 100,000 instant wins, over $25,000,000 in rebates and a Grand Prize of $25,000 in cash to fulfill the winner's "Fishing Fantasy of a Lifetime". Packages featuring the promotion will be distributed in major Mass Merchant markets, as well as thousands of "Mom and Pop" retail stores throughout the United States and Canada.

"Catch More Prizes" is the first time all nine Berkley-Pure Fishing brands - which include Abu Garcia, Fenwick, Frenzy Lures, Johnson, Lightning Rod, Mitchell, PowerBait, Series One and Trilene - were featured in one promotion and made available throughout much of North America.

The sheer size and scope of the promotion involved an extensive planning, development and sell-in process spanning nearly two years. Leverage provided turnkey integrated promotional marketing services, including game creation, graphic design for packaging, displays as well as sales materials and radio.

"Leverage brought to Pure Fishing a full-view perspective on promotion planning and development," says Jan Bowles, promotions manager and project supervisor for this promotion. "Their ability to appreciate the needs of both our customers and merchants greatly improved our sell-in," she adds, "and their experience and understanding of game promotion techniques ensured large-scale impact and sell-through."
"The appeal of instant-win games is proven and inexhaustible," explains Mike Casale, president of Leverage. "Nothing is more powerful than playing a game like this and knowing the outcome - instantly!"

Leverage Marketing Group currently services over a dozen accounts, including Cendant Mobility, Coca-Cola, The Finn Commerce and Technology Center, Sealed Air Corporation, Shaw's and Unilock.