Orvis: The Great Awaits

The first Orvis opened in Vermont in 1856. Over the next century and a half, they would transform fly fishing, hunting and other outdoor pursuits. But there was one problem they had never solved: how to unite five product categories under one distinct brand. "The Great Awaits" speaks to the sense of anticipation every outdoor lover knows in their bones. It launched in outdoor, print, digital and direct. The ensuing 18% increase in sales led Orvis to invest in national TV spots for the first time in their 160-year history.