Press Releases

ALEXANDRIA, VA (January 25, 2007) – The Recreational Boating and Fishing Foundation’s (RBFF) national Take Me Fishing™ campaign once again proves to be popular and effective with American consumers, as an annual tracking study shows awareness levels at an all time high. According to the study, pre-campaign awareness among “target anglers,” identified as occasional or lapsed participants, increased to 21% in 2006 – the highest in the campaign’s six year history. Additionally, overall campaign awareness increased among target anglers, from 21% at the pre-campaign survey to 28% at the post-campaign survey. Avid and semi-avid anglers also showed an overall campaign awareness increase from 28% at the pre-campaign survey to 42% at the post-campaign survey.

Given the increasing role that word-of-mouth communications play in generating buzz and encouraging action among consumers, a new measure on this topic was included in the 2006 survey. Results show the campaign efforts successfully generated word-of-mouth with one out of six target anglers discussing “Take Me Fishing” with a friend or family member. And for those who were aware of the Take Me Fishing™ brand, word-of-mouth appears to lift likelihood to participate in both fishing and fishing from a boat.

ADDITIONAL KEY FINDINGS:

• Brand awareness among target anglers increased to 27% in 2006, up from 20% in 2005.
• Up slightly from 2005, advertising uniqueness maintains a strong 35% average rating across all segments. Advertising interest holds strong at an average 31% rating.
• Campaign exposure creates a notable “lift” in perceptions of fishing and boating. Those aware of the campaign are 22% more likely to say fishing is the best way to enjoy being on the water and 41% more likely to say fishing from a boat is a fun outdoor activity.
• Advertising likeability remains very high among target anglers. Seven out of 10 said they liked the “Wedding” television commercial, two out of three liked the “Miss My Boy” television commercial, three out of four liked the “Boris” print execution and three out of four liked the “Ashley” print advertisement. 
• Awareness increases were especially notable among females, who continue to find the campaign motivating, unique, memorable and interesting.
• During peak advertising months, average monthly traffic to TakeMeFishing.org increased more than 700%.

The Take Me Fishing™ advertising effort takes place in April - June, utilizing a combination of national publications, television networks, movie theaters and online resources. The campaign leads up to National Fishing and Boating Week in June.

The study of more than 5,000 people was conducted by Russell Research using an online methodology.

RBFF is a nonprofit organization established in 1998 to increase participation in recreational angling and boating, thereby increasing public awareness and appreciation of the need for protecting, conserving and restoring America’s aquatic natural resources. Recreational boating and fishing are America’s favorite sporting activities, with more than 50 million people participating every year—more than golf and tennis combined.

For more information about the Take Me Fishing™ campaign visit http://www.takemefishing.org/ or contact Stephanie West at 703-519-0013, ext. 105 or swest@rbff.org.