• by Karl Greenberg , May 20, 2008

Cleveland-based lawn tractor brand White Outdoor is launching its first ad push in four years with a "Love of Land" theme to target people with lots of acreage.

 

The effort, comprising national print and regional outdoor and radio advertising, plus concurrent sweepstakes and sampling, is the first work for the company by new AOR Cleveland-based Marcus Thomas.

The single-page ad, spread and outdoor billboards depict a rural home or yard in rich Hudson-school tones, the tag, "since 1887" and headlines such as: "The road less traveled leads here" and "The grass is greener out here." Radio :60s are spoken by Baxter Black, NPR's "large animal vet and cowboy poet."

White Outdoor is sold exclusively through Tractor Supply Co., which has over 700 stores in 37 states, all in rural and outlying locations. The company, which says it is the largest U.S. retailer of farm and ranch equipment, describes its customer as a second-career "hobby farmer."

Print media include country lifestyle magazines such as Rural Life and Progressive Farmer. In 23 rural markets, mostly in the Southeast, outdoor and radio will be added.

The 30-sheet billboards will appear on secondary roads, with radio to be supported by a sampling program, with on-air talent receiving tractors for personal use and/or as prizes in station sweepstakes.