ALEXANDRIA, VA (March 22, 2016) – Since 2013, the Recreational Boating & Fishing Foundation (RBFF) has been working with Walt Disney World® Resort and Disney Media to increase participation in boating and fishing through various digital properties and on-resort branding. A research study completed by Research Now for RBFF shows that the effort is connecting. According to the study, exposure to Take Me Fishing-Disney advertising increases the likelihood that target audiences will go boating and fishing. In addition, target audiences exposed to Take Me Fishing messages by way of the Disney alliance are more aware of the campaign and believe that Take Me Fishing is dedicated to helping families lead healthy and active lives.
“We are thoroughly pleased with the success of the Take Me Fishing-Disney relationship in enhancing the impact of our Take Me Fishing brand on families and children,” said RBFF President and CEO Frank Peterson. “There are clear synergies between Take Me Fishing and Disney audiences that we hope will lead to new generations of anglers and boaters, ultimately leading to greater participation in fishing and boating and more dollars for conservation efforts.”
KEY REPORT FINDINGS:
When compared with the impact on a control group, Take Me Fishing-Disney advertising significantly increases …
Awareness of the Take Me Fishing campaign and the alliance, and favorable impressions of both.
Positive perceptions about fishing and boating.
The likelihood that audiences will respond to calls to action, such as to go boating and fishing; to seek more information about boating and fishing; and to talk with family and friends about participating.
Other related factors that increase campaign awareness and engagement include …
Frequency of exposure to advertising messages.
Audience demographics: gains were highest among those between the ages of 25 and 34, women and parents of children ages 9-11.
Media channel exposure, greatest on Disney TV and digital media.
More information about the Take Me Fishing-Disney relationship can be found in the Take Me Fishing Newsroom.
About the Recreational Boating & Fishing Foundation (RBFF)
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. RBFF developed the award-winning Take Me Fishing™ and Vamos A Pescar™ campaigns to create awareness around boating, fishing and conservation, and educate people about the benefits of participation. Take Me Fishing and Vamos A Pescar help boaters and anglers of all ages and experience levels learn, plan and equip for a day on the water. The campaign websites, TakeMeFishing.org, and VamosAPescar.org, feature how-to videos, information on how to get a fishing license and boat registration, and an interactive state-by-state map that allows visitors to find local boating and fishing spots.
About Research Now
Research Now Group, Inc., is the global leader in digital data collection to power analytics and insights. It enables data-driven decision making for its 3,000 market research, consulting, media, and corporate clients through its permission-based access to millions of deeply-profiled consumers using online, mobile, social media and behavioral data collection technology platforms. The company operates in more than 35 countries, from 23 offices around the globe, and is recognized as the quality, scale and customer satisfaction leader in its industry. For more information go to researchnow.com.