We put a great deal of research into the development of the campaign and it's very rewarding to be recognized by the Advertising Research Foundation among major consumer brands across the globe. -Frank Peterson, RBFF President & CEO
ALEXANDRIA, VA (March 20, 2015) - The Recreational Boating & Fishing Foundation (RBFF) today announced its Vamos a Pescar™ campaign was awarded a Gold ARF David Ogilvy award by the Advertising Research Foundation. Taking top honors in the Travel & Leisure category, Vamos A Pescar was recognized at a special awards ceremony in New York City on March 17 during The Advertising Research Foundation's (The ARF) Re:Think 2015 conference for showcasing extraordinary use of research in strategic and creative development, focusing on the critical role consumer insights play in inspiring great advertising.
"We're excited to receive this prestigious award for Vamos A Pescar," said RBFF President and CEO Frank Peterson. "We put a great deal of research into the development of the campaign and it's very rewarding to be recognized by the Advertising Research Foundation among major consumer brands across the globe."
Launched in April 2014, Vamos A Pescar is the fishing and boating industry's first-ever Hispanic outreach campaign to engage the rapidly growing Hispanic community in fishing and boating. It's Spanish-language microsite, VamosAPescar.org, provides everything a beginner angler or boater would need to know including boating basics, how-to fish videos, an interactive where-to fish and boat map, fishing license and boat registration information, and mythbusters to help dispel the perceived barriers to getting out on the water. In addition to VamosAPescar.org, the campaign also includes Spanish-language advertisements and experiential marketing.
The Advertising Research Foundation was founded in 1936 and assists its members in making better business decisions by aggregating, creating and distributing research-based knowledge. The ARF David Ogilvy Awards were named for well-known advertiser, David Ogilvy and honor creative use of research to provide actionable and measurable insights in the advertising development process. This year's ARF David Ogilvy Awards were opened up to advertisers across the globe, ultimately judging nearly 800 submissions through several rounds of review. A press release with a complete list of winners and more information about The Advertising Research Foundation and the ARF David Ogilvy Awards is available online.
This recognition puts RBFF in an esteemed group of blue chip advertisers including:
Videos were produced showcasing the key aspects of the Gold Award-winning Vamos A Pescar campaign and can be viewed on the Take Me Fishing YouTube Channel.
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.