SOURCE: Innovative Direct Response, LLC

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December 07, 2010 15:22 ET

Innovative Direct Response Signs High Caliber Deal With American Tradition

IRVINE, CA--(Marketwire - December 7, 2010) - Innovative Direct Response (IDR), an acclaimed DRTV producer, has agreed to produce several commercials for Henry Repeating Arms. A premier manufacturer of precision-crafted firearms, Henry has built a formidable reputation on a foundation of quality craftsmanship and unsurpassed performance. Among the company's hallmarks is a time honored tradition of manufacturing all of its rifles in America.

Kelly Burke, founder of IDR, sees the partnership with Henry Repeating Arms as an honor. "I'm thrilled to collaborate with such a renowned American tradition," says Kelly. "Their signature lever action rifles are respected throughout the world. I'm certain that DRTV will enable Henry to build on the company's already-powerful image and broad customer base."

Henry's president, Anthony Imperato, echoes the enthusiasm: "We had been searching for a DRTV agency with the expertise in capturing and conveying our unique brand message with maximum direct response impact. IDR quickly emerged as the ideal choice. Kelly Burke is a proven master of DRTV marketing with a wealth of creative resources at her disposal. I'm confident we'll be able to achieve great things together."

About Henry Repeating Arms

In 1860 Benjamin Tyler Henry invented and patented the first lever-action repeating rifle. His company, Henry Repeating Arms, was born. Since that time, the rifles have enjoyed a long and illustrious history, playing a vital role in our western frontier. Among the celebrated owners of a Henry rifle was Abraham Lincoln. That gun now resides at the Smithsonian Institution and is arguably the most valuable firearm in the United States. The company continues its longstanding tradition of manufacturing precision-engineered rifles. Henry's motto, Made in America and Priced Right, perfectly captures the company's philosophy.

About IDR

Since its doors first swung open, Innovative Direct Response has grown into a recognized leader in the art of DRTV production. The company's mission is to stretch the boundaries of innovative thinking to create unsurpassed commercial productions ranging from short form spots to long-form infomercials. As CEO and executive producer, Kelly Burke has harnessed her creative vision to drive a number of successful television campaigns for a full range of products and services such as Your Baby Can Read!, Financial Heritage, and Wild America. Kelly Burke can be reached at The website is

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