ALEXANDRIA, VA (January 21, 2016) – A new study released by the Recreational Boating & Fishing Foundation (RBFF) reveals that awareness of its Take Me Fishing™ brand logo is higher than ever, with recall up to 52 percent from 43 percent a year ago. Brand awareness among lapsed anglers took the greatest leap, increasing in one year from 10 percent to 40 percent, with brand awareness across all groups holding steady above 40 percent. The study tracked the campaign’s gains through different media channels used to reach audience groups, including TV, print, online and social media. The study also confirmed that adults are far more likely to fish if they fished when a child.
“This study is great news,” said RBFF President and CEO Frank Peterson. “The fact that brand awareness, intention to go fishing and intention to go fishing from a boat have each increased by 20 percent since 2010 tells us that in only five years, the Take Me Fishing campaign has become a recognized part of our target audiences’ lives. Our efforts are having a big and positive impact on consumers’ plans to go boating and fishing.”
The study was based on a survey of 1,160 adults, including Lapsed and Occasional Anglers, along with the Take Me Fishing campaign target market segments, Family Outdoors (who participate with family members), and Outdoor Enthusiasts (who participate alone or with others to build expertise and enjoy the outdoors).
For a more detailed look, please download the report.
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.