July 7, 2016 / News
Colle McVoy has retained the coveted Recreational Boating & Fishing Foundation (RBFF) account after a federally required competitive review. The agency will continue to provide strategy, creative, media planning and buying, and digital support to grow the Take Me Fishing brand and drive participation in boating and fishing across the U.S. The new contract begins April 1, 2017.
Colle McVoy has been the agency of record for RBFF since 2007 and defended retaining the account against numerous agencies. During the last five years, the Colle McVoy RBFF partnership helped grow overall awareness for the Take Me Fishing brand by 33 percent and the number of people intending to fish from a boat grew 20 percent. Fishing also remains the second most popular adult outdoor activity in the U.S.
Colle McVoy has been a proven, effective partner with a deep understanding of the category and the cultural trends and barriers that need to be addressed to drive participation
President & CEO, RBFF
“Colle McVoy has been a proven, effective partner with a deep understanding of the category and the cultural trends and barriers that need to be addressed to drive participation,” said Frank Peterson, President & CEO, RBFF. “They came to the table with the strongest creative evolution of the Take Me Fishing brand that innovatively uses integrated media and analytics.”
“We are thrilled to continue our successful partnership with RBFF,” said Christine Fruechte, CEO, Colle McVoy. “We look forward to generating new ideas that keep the joy of fishing and boating relevant now and for generations to come.”
Exponent, Colle McVoy’s PR partner, was recently named PR AOR for RBFF, further maximizing agency integration and efficiencies. This follows other new client additions, including The Hershey Company, Invisalign, Cub Cadet and Elanco.
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 about 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.