May 10, 2018 / News
To celebrate women and moms who love to fish and to draw more women to the sport, the Recreational Boating & Fishing Foundation (RBFF) launched today an empowering and exciting new campaign as part of its Take Me Fishing™ brand. The national campaign is the first of its kind to market fishing and boating exclusively to women and features :60, :30 and :15 videos that portray fishing and boating as a thrilling and fierce activity that women love as much as men do.
“Research shows that new participants to the sport of fishing are more likely to skew younger and female. In fact, 45% of new participants are women, and many of them see the outdoors as the perfect escape,” said avid angler and RBFF’s director of marketing, Rachel Piacenza, who appears in the campaign. “Since they are also constantly looking for fun and different activities that can help them and their kids stay active, we made sure our messaging and content appeals to the whole family and gives them the inspiration and confidence to get out on the water.”
This new effort is part of RBFF’s ongoing goal to grow fishing and boating participation in America, as well as create awareness for aquatic conservation. A print campaign in Outside magazine supports the empowerment messaging with editorial features on female anglers. Digital advertising, social media, PR, influencer marketing and community engagement support the campaign throughout the summer. Exponent PR, Colle McVoy’s branded PR practice, leads many of the elements.
“We are proud to partner on this important initiative to bring the spotlight to a sport that both women and men love,” said Christine Fruechte, CEO of Colle McVoy. “Not only is it a smart way to grow the sport, but it reinforces fishing as a liberating and empowering activity for women.”
To view the campaign elements, click here
Point of View
Brand Building After the Buy: How Smart Brands Use Every Touchpoint to Stand Out