Aye, Matey! I devised an entire campaign around the theme of buried treasure to promote a TV series that combined the crafting phenomenon with travel to exotic locations. Not only did the show feature treasures made by present day artisans, but for sponsors and network programmers, it delivered an underserved demographic treasure – the female boomer. My extensive research uncovered this target audience, the most valuable generation in the history of marketing, according to AC Nielsen. Per Nielsen, the female boomer controls 70% of the country’s disposable income and is set to inherit $15 trillion over the next 15 years.