FALL RIVER — You have 30 seconds — Go ahead and name the first thing that comes to mind when you think of Fall River.
Was it “bird watching”?
Amazon seems to think so, too.
The online retail giant’s ads, which have been running on TV stations and incorporated into podcasts in recent days, tout Fall River as home to “historic charm, great bird watching, and an Amazon warehouse.”
This ad isn’t selling a specific product, it’s selling Amazon itself. The apparent purpose of the ad is to encourage people to come to Fall River and work at the Amazon fulfillment center, which straddles the Fall River-Freetown border, by highlighting the benefits available to new employees, such as health care and training. It’s about encouraging. It also touts Amazon as a good corporate neighbor.
Amazon fulfillment center opened in October 2016.
Birdwatching somehow becomes a theme throughout the 30-second ad.
“Locals are seeing opportunity in Amazon across the country,” the ad says. “It’s good for the employees. It’s a great fit for Fall River.”
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Is Fall River really a birdwatching destination?
The ad, created by media company ATTN: and directed by Jess Fee, features several shots of downtown Fall River, colorful murals, Portugalia Marketplace, and the city’s waterfront. The ad first ran in early February, according to ad tracker iSpot.
Courtney Sawyer, associate account director at ATTN:, said the two employees spotlighted in the commercial are actual employees at the Fall River warehouse.
a herald news A photographer captured the crew filming an ad in Battleship Cove last fall. The actors stood near the Heritage State Park Visitor Center, holding binoculars and looking at Big Mommy. In this ad, thanks to the magic of editing, a performer scouts a nest of robins’ eggs.
But…why does bird watching appear in ads? Is Fall River actually known for this?
“When I think of large-scale birding destinations or places known for birding, that’s not what I think of,” said content editor Erin Dion. providence journal And an avid bird lover. “But maybe I’m just not used to bird watching!”
Jason Colby, a bird watcher from Coventry, Rhode Island, said he had heard the Amazon ad himself and found it interesting. He watches birds here when he’s in town to see Battleship Cove with his family, but he didn’t make the trip specifically just for the birds.
“Sure, you’ll see a few birds there. But nearby places like Newport, Westport, and Cape Cod are considered far more ‘birding destinations’ than Fall River itself.” he said.
“Fall River bird watchers can certainly spot birds. The Taunton River provides even greater waterfowl diversity. But that’s true for the entire Rhode Island/southeast Massachusetts coastal region, and in that regard… I don’t think Fall River itself is particularly bird-rich.”
The advertising agency did not immediately respond to a request for comment.
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A club for bird watchers and fans of our feathered friends
This isn’t to suggest that Fall River doesn’t have a birding culture at all.
Founded in 1963, the Pascamansett Bird Club is thriving. We hold monthly meetings in Dartmouth, and members go birding every Tuesday to the Southeastern Massachusetts Biological Preserve. Please join us even if it is your first time.
According to environmental group Green Futures, the reserve is home to nearly 100 species of rare birds. According to Mass Audubon, these include the spruce, the northern cockroach, and the prairie warbler.
The club is hosting special events throughout the South Coast this year, including a Kekechan River Walk on March 16th, a visit to Westport Town Farm on April 20th, and a more challenging trek through the Biological Reserve on May 4th. We are planning a lot of things. The bird club can be found at https://www.paskamansettbirdclub.com.
Adjacent to birding, the city is home to the Fall River Racing Pigeon Club, which has been active since 1960. In this sport, specially trained homing pigeons are released dozens of miles away, sometimes more than 100 miles, and tracked to see how fast they fly. they go home. For more information on pigeon racing, visit pigeon.org.
Note: This article has been updated to correct information about the advertising agency involved.
Dan Medeiros can be reached at dmedeiros@heraldnews.com. Please support local journalism by purchasing a digital or print subscription to the Herald He News today.
