RBFF and Disney alliance going strong


It was Disney night this week on ABC’s “Dancing With The Stars.” As I watched the competition unfold to all-Disney music, I couldn’t help thinking about how the Recreational Boating and Fishing Foundation’s alliance with Disney World is going. Turns out it’s going strong.

Since 2013, the RBFF has been working with the Walt Disney World Resort and Disney Media to increase participation in boating and fishing through various digital properties and on-resort branding.

A new report confirms that the RBFF’s “Take Me Fishing” has gained a significant boost in brand awareness through its partnership with Disney. Conducted by Research Now, the study concluded that the Take Me Fishing-Disney advertising increases the likelihood that target audiences will go boating and fishing.

In addition, the large audiences exposed to the “Take Me Fishing” message at the Disney World Resorts in Orlando and, particularly, in the Disney TV and digital media, reportedly are more aware of the campaign and believe that “Take Me Fishing” is dedicated to helping families lead healthy and active lives.

“We are very pleased with the success of the Take Me Fishing-Disney relationship in enhancing the impact of our Take Me Fishing brand on families and children,” RBFF president and CEO Frank Peterson said. “Our overall objective is to lead new generations to greater participation in boating and fishing.”

Some specific key findings in the report include:

  • Compared with the impact on a control group, Take Me Fishing-Disney advertising significantly increases awareness of the “Take Me Fishing” campaign and the alliance, and favorable impressions of both.
  • The positive perceptions about boating and fishing increase the likelihood that audiences will respond to calls to action such as: they will actually go boating and fishing; they will seek more information about boating and fishing; and they will talk with family and friends about participating.

The RBFF is an organization whose mission is to increase participation in recreational boating and fishing and to further conservation of the nation’s aquatic natural resources. The award-winning “Take Me Fishing” and “Vamos A Pescar” campaigns educate people about the benefits of participation. The websites, TakeMeFishing.org, and VamosAPescar.org, feature how-to videos, information on 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.

The RBFF receives all its funds from the Sport Fish Restoration & Boating Trust Fund. The boating and fishing industries have always been strong in support of the trust fund whenever it has come before Congress for reauthorization. It was recently reauthorized for five years. When viewed in combination, the “Take Me Fishing” campaign and the industry’s Discover Boating campaign stand out in calling attention to the benefits and enjoyment of boating and fishing on a national scale.


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