Responding to COVID-19 In the Outdoor Industry
Brand Partnerships, Broadcast, Creative
About Take Me Fishing
Amid the COVID-19 outbreak, many campaigns hit the airwaves with cries of solidarity and emotional messages meant to tug at the heartstrings. To cut through the clutter of sameness, the Recreational Boating & Fishing Foundation (RBFF) wanted to look further ahead and deliver a high-energy PSA to encourage people to get back outside and safely recreate as the country begins to open up. What better way than to get out on the water and experience the restorative power of boating and fishing?
With people cooped up in their homes during the pandemic, our team noticed an uptick in searches related to “fishing near me.” So we hit the ground running, teaming up with RBFF and industry partners Discover Boating to create an earworm-worthy song to satisfy that itch to get outdoors.
We used the all-encompassing message “Get On Board” to appeal to both boating and fishing audiences as well as to “wet” their outdoor appetites and get ahead of the reopening conversation.
It’s time to get on board with fishing and boating.
To appeal to specific audiences, including women and multicultural families, we layered in additional scenes with corresponding inclusive imagery.
Back when we kicked this off in May, it felt like we had to move mountains. Here we are today, everything out the door and performing better than expected, and all accomplished with ease. I thank each and everyone one of you for the work and effort.
Frank Peterson, President/CEO, RBFF
