ALEXANDRIA, VA (April 17, 2012) - Come outside and enjoy “Mother Nature’s Waterpark.” That’s the message of the new Take Me Fishing™ advertising campaign from the Recreational Boating & Fishing Foundation (RBFF). Just launched, the new ads are the product of RBFF research that identified the likeliest next-generation and fastest-growing segments of the public for boating and fishing fun. The ads, which recall the style of classic tourism and theme park advertising, are designed to increase participation in boating and fishing and draw people to TakeMeFishing.org to help guide their day on the water.
“We conducted market segmentation research which indicated an opportunity to grow participation in boating and fishing by diversifying our target audience,” said RBFF President and CEO Frank Peterson. “Effective advertising is based in careful research, and the studies we conducted both before and during the new Take Me Fishing campaign’s development told us which readership groups we should go after, what our messages should be, and that the ‘Mother Nature’s Waterpark’ concept is likely to appeal to potential new boaters and anglers.”
Unlike typical consumer research that defines audiences by age, gender and other traditional demographics, the market segmentation research that drove the development of the new ads grouped people by behaviors that lead to participation in boating and fishing. The research study’s key findings helped RBFF determine which groups should be addressed in the new ads:
Outdoor Enthusiasts are RBFF’s top core segment. Because this group enjoys crossover activities such as hiking and camping, the new Take Me Fishing ads show fishing and boating along with other outdoor activities.
Family Outdoors is RBFF’s top growth segment. Because this group appreciates outdoor activities as a family experience and enjoys making family memories, the new ads combine fishing, boating and other activities in the context of family fun. Concepts for these groups include ads targeting avid anglers and lapsed anglers.
Multiple ads were created to target different audiences focused on key features and benefits of TakeMeFishing.org, and include customized messaging to hone in on certain resources that are more relevant to the target audience based on their level of participation in the sport. Produced in full page and 1/3 page formats, the ads refer readers to TakeMeFishing.org as “your family’s guide to getting out on the water,” and point to helpful resources including state fishing license and boat registration information, the Places to Boat & Fish Map, Fishopedia, mobile content and the Take Me Fishing Boat Ramp App.
The new ads are currently appearing in print and digital media. For more information about the Take Me Fishing campaign, visit TakeMeFishing.org.
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 helps people discover, share and protect the legacy of boating and fishing through national outreach programs including the Take Me Fishing™ campaign and Anglers’ Legacy.