This contribution will help share information with the Latino community to engage this audience in boating and fishing, two of America’s favorite pastimes
ALEXANDRIA, Va. (12, 2015) — The Recreational Boating & Fishing Foundation’s (RBFF) Hispanic outreach campaign, Vamos A Pescar™, recently received a contribution to boost awareness of and participation in outdoor activities among the Hispanic population. The Walt Disney Company contributed $50,000 in support of the recently-established George H.W. Bush Vamos A Pescar™ Education Fund.
“We’re honored to receive this support from The Walt Disney Company,” said Frank Peterson, RBFF’s President and CEO. “This contribution will help share information with the Latino community to engage this audience in boating and fishing, two of America’s favorite pastimes, through this newly-established grant program and create critical funds for state conservation efforts.”
According to the U.S. Fish and Wildlife Service (USFWS), Hispanic participation in fishing remained stagnant from 2006 to 2011, while overall participation has risen 11 percent. Fifty-three million strong and growing rapidly, the Hispanic population is projected to reach 65 million in the U.S. by 2020, quickly becoming a vital population to engage.
RBFF launched Vamos A Pescar as a pilot program in Texas and Florida in April 2014 to increase participation in recreational fishing and boating among Hispanics. The campaign’s Spanish-language microsite, VamosAPescar.org (which translates to ‘Let’s Go Fishing’), targets family-oriented outdoor lovers who are seeking new outdoor activities. In its first 10 months, VamosAPescar.org has received more than 300,000 website visits and numerous awards. Beginning in April 2015, the Vamos A Pescar program will be expanded to include California, Illinois and New York, allowing RBFF to reach 68% of the Hispanic audience in the United States.
RBFF is in an ongoing alliance relationship with the Walt Disney World Resort and Disney Media Networks. As part of the relationship, RBFF and its Take Me Fishing campaign are sponsoring fun and educational family catch-and-release fishing programs and boating experiences offered to guests at the Walt Disney World Resort in Lake Buena Vista, FL. Multiple locations at the resort will offer Take Me Fishing branded guided fishing and boating experiences in 2015. In addition to Take Me Fishing’s presence at the Walt Disney World Resort, they have a relationship with Disney Media Networks to spread the word about the benefits of fishing and boating. This relationship includes sponsorships on Disney Channel and Disney XD, a co-branded cross-platform sweepstakes, as well as integration of the Take Me Fishing messaging in online content and mobile apps.
More information about Vamos A Pescar™ and all of RBFF’s programs and products is available at TakeMeFishing.org/corporate.
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 The Walt Disney Company
The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive. Disney is a Dow 30 company and had annual revenues of $48.8 billion in its Fiscal Year 2014.
About Disney Media Networks
Disney's Media Sales and Marketing group represents all advertising sales, marketing and promotions business for The Walt Disney Company's kid-driven and family-inclusive TV platforms, its wide range of online offerings, and its kid- and mom-focused radio platform. This includes Disney Channel, Disney XD, Disney Junior, Disney Online and Radio Disney.