ALEXANDRIA, VA (January 5, 2007) – The Anglers’ Legacy campaign is spurring action among avid anglers, according to new research being released today by the Recreational Boating and Fishing Foundation (RBFF). In a survey of more than 700 avid anglers, 17% were motivated by Anglers’ Legacy to take someone fishing. And, of those that were motivated by Anglers’ Legacy to take someone fishing, 70% did take someone fishing in response to Anglers’ Legacy.
Additionally, more than half of those who went fishing (56.8%) purchased tackle for the trip. Some of the guests already had a fishing license, but among those who didn’t, nearly two thirds (61.5%) purchased a license for the trip. Seventy-six percent of respondents said they will take someone new fishing again within the next year.
“These are the kind of results we were hoping for,” said Alex Filip, RBFF industry outreach manager. “It’s clear that the Anglers’ Legacy movement helps us all grow participation in the sport for the future, while having a positive impact on license and equipment sales.”
Anglers’ Legacy was launched in July 2006 targeting the country’s estimated 7.5 million avid anglers – more than three-quarters of whom own a boat. Through media ads and coverage, pro-staff and celebrity angler involvement, the campaign asks avid anglers to share their passion for fishing and drives them to AnglersLegacy.org where they’re asked to “Take the Pledge” – promising to take one new person fishing each year.
RBFF stakeholders who helped launch the campaign - manufacturers, retailers, fishing clubs and state organizations - are now pitching in to help take Anglers’ Legacy to the next level. These companies and organizations are using their resources to encourage avid anglers to introduce someone new to the sport though retail and Web promotions, in-store signage, banner signings and more. Nearly 200 pro-anglers and fishing celebrities have already endorsed the program and producers of fishing radio and television shows are rapidly signing on.
“A lot of credit for the early success of Anglers’ Legacy also goes to our media partners,” said Dave Landahl, RBFF public relations manager. “This movement wouldn’t be happening without their support for the campaign and willingness to carry Anglers’ Legacy messaging in their publications. Anglers’ Legacy is something we all know our industry needs.”
To date, more than 100 full-page PSAs have been donated to Anglers’ Legacy. In January, RBFF will be asking the media to renew or pledge their commitment for 2007 by donating three full-page, four-color insertions in the calendar year – with at least two in the March, April or May issues.
The online survey was conducted by Trophy Research through e-mail invitation. Data was collected from 728 participants who belong to Trophy Research’s active panel of more than 40,000 avid outdoors enthusiasts.
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.