RBFF targets Hispanics in participation campaign

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The Recreational Fishing and Boating Foundation is launching a five-year campaign to increase boating and fishing participation among the Hispanic population.

Overall participation in fishing was up 11 percent from 2006 to 2011 but remained stagnant among Hispanics, according to the U.S. Fish and Wildlife Service.

Outreach will focus on digital, social and traditional media, as well as a retail point-of-sale strategy and engagement with state fish and wildlife agencies. RBFF will develop and execute the plan in collaboration with Lopez Negrete Communications, a Houston-based marketing services firm specializing in Hispanic consumer communications.

The outreach plan will focus on awareness and education in the beginning years, and then will shift to drive participation. RBFF will pilot the program in states that have a higher propensity of Hispanic consumers.

RBFF and Lopez Negrete will present their findings during a business session Thursday, July 11, at the International Convention of Allied Sportfishing Trades. The session, Engaging the Hispanic Audience: Insights to Actions, will focus on the exponential growth of the Hispanic community, its future impact on the fishing and boating industries and successful strategies to engage this burgeoning community. 

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