Print advertising has gotten a raw deal in recent years with the dawn of digital – and truth be told the rumors surrounding the death of print have been greatly exaggerated. Sometimes to revive it’s potential all you need is a unique placement and a willing client. Enter the Maine Office of Tourism, who along with the media and planning folks at BVK saw an opportunity to own the crossword puzzle page in the Boston Globe. It spelled opportunity for BVK creatives who realized they had a captive audience in the word of crossword puzzle solvers. They tailored the ads to the puzzle itself – turning a potentially generic small space ad into something much more memorable, meaningful, and engaging.