Fly Shop Tour
Local Shops. Lasting Impact.
For 4 years, the Flylords “Fly Shop Tour” has been a tentpole staple to our brand and a key piece of our identity. In a world obsessed with instant gratification and online shopping, we set out to give a voice to the backbone of our industry: Fly Shops. Across the country, Mom and Pop shops, which were once considered the backbone of the sport of fly fishing, have closed their doors, unable to keep up with the unrelenting competition of DTC selling. That’s why, 4 years ago, we released our Fly Shop Tour series, which aims to celebrate these community staples and give a voice to the shops that shape us. Join us as we explore a new region every year, showcasing fly shops, and the value that they provide to our unique sport.
Strategy
Built From Humanity, Not Hype
Our goal with this series was to provide a ‘boots on the ground’ experience for our audience, putting them directly inside the shops we’re highlighting, and on the boat with their guides.
In this series, we keep it real and aim to showcase the different aspects of humanity, education, and friendship that occur within the walls of these one-of-a-kind places.
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Media Execution
One Massive Trip, Countless Stories
The execution of filming this series is no small undertaking. Each Fall, a team of one host, and 3 cameras hit the road to visit our list of ‘shop stops’ in one massive trip.
Over the course of the next 50+ days, we travel from state to state, showcasing and fishing with different shops and people, as we capture their unique stories to share with our audience next Spring.
Designed for Maximum Visibility
Each Spring, Flylords rolls out our newest season of Fly Shop Tour. After a lengthy post-production process, a new episode drops each week, with typical seasons containing around 5-6 episodes. As each episode drops, a myriad of custom content follows to support the initial YouTube launch, such as social media activations and custom newsletter sends.
Our goal is to build true “moments” in time as these episodes drop. That’s why, each week, it’s “bombs” away on content to make sure everyone, everywhere, is talking about the latest episode of Fly Shop Tour.
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4.5M+
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Key Takeaways
Live In-Person Interaction Opportunities
During the filming of each season of Fly Shop Tour, we set aside a few days to throw in-person events at some of the shops we visit. These events feature music, games, and a live raffle that attendees can enter to win prizes from the tour’s sponsors. Additionally, the money raised from the raffles is donated to the non-profit organization of the host shop’s choosing.
These events are a great opportunity face to face with the people that support these shops, as well as the tour series, and show them what it means to be part of the community.
A big moment
The Fly Shop Tour series is one of the biggest things we do all year. With almost 200 days of post-production and over a month of airtime dedicated to the series’ release, this is a monumental moment for Flylords, and within the fly fishing industry each year.
A Cause with a purpose
It’s not just fly shops. Communities across America are all feeling the strain of the same growing pains. By joining in as a part of this tour, you’re not only becoming a part of a moment in fly fishing, but you’re signing your name on a promise to be a supporter of small businesses and hard-working Americans throughout the country.
Partner Integration
As a partner of Fly Shop Tour, you are more of a shareholder than you are a sponsor. Within each episode, brand partner’s products are prominently and organically integrated into the regular pace of the show, as well as the in-person events, which are thrown at different fly shops during the tour’s shooting. Additionally, brand partners are exclusive owners of their categories, as we make sure no competing products are shown on screen.
Partners also receive a batch of photo and video assets from the tour, with perpetual shared-ownership, once the tour wraps shooting. During rollout, partners receive logo features, product inclusions, and tagging on all pieces of content that drop in tandem with the series. Additionally, they will also be brought in on different social media post opportunities to “colab” throughout the project's release. We don’t just take your product with us, we take the whole brand on tour.
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