This Field & Stream resort was designed to cater to fishermen. Problem is, we learned that in most families, it's the woman–not the man–that ultimately makes the vacation destination decision.
Solution? Create tongue-in-cheek print ads that helped fishermen convince their wives to go. First, fishermen would learn all about Caprock's fishing-friendly amenities and then they'd remove a family-friendly portion of the ad to share at home.
