March 2015 - The Recreational Boating & Fishing Foundation's (RBFF) 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:
- Accenture Professional Services
- Bank of America: Financial Services
- Pantene: Fashion, Style & Beauth
- Keurig: Alcohol & Beverage
- OMO: Household
- Cox Communications: Appliances, Electronics & Technology
- Toyota: Automotive
- Emergen-C: Pharmaceutical and Health & Personal
- Knorr: Food & Grocery
- Kmart: Retail & eCommerce
- The Shelter Pet Mart: Government & Non-Profit
- ESPN: Entertainment & Sports
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.