Study credits effect of ‘Take Me Fishing’ promotion

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A study of the Recreational Boating & Fishing Foundation’s new Take Me Fishing campaign reveals that more than half of target anglers, identified as occasional or lapsed participants, are more likely to go fishing in the next year as a result of the promotion.

The study also showed that 40 percent are more likely to fish from a boat.

“This is great news, because our goal for the new campaign is to inspire boaters and anglers to take action, and these results show that our new advertising can motivate them to do just that,” said RBFF president and CEO Frank Peterson.

“With a more compelling message, the Take Me Fishing campaign has the potential to get more people fishing, boating and buying their fishing license, which helps us achieve our overall goal of increasing participation and generating critical funds for conservation,” he added.

RBFF relaunched Take Me Fishing this year with a goal of maintaining awareness and creating a stronger call to action. The traditional media buy was extended from three to 12 months and included regional radio, and more online and print advertising.

Since the campaign launched in April, the new Take Me Fishing Web site, which is featured on all advertising and communications materials, has seen an average monthly traffic increase of 114 percent, according to RBFF.

The online study of more than 1,600 people was conducted by Russell Research.

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