RBFF signs important deal with Disney

The Recreational Boating and Fishing Foundation works with numerous groups nationwide, but its biggest alliance ever was made public this morning when RBFF president and CEO Frank Peterson announced a five-year strategic pact with Disney Media Network and Walt Disney World Resort in Orlando.

“We are thrilled to have our Take Me Fishing brand aligned with the No. 1 media and entertainment company in the world,” Peterson told me. “It’s a huge step in the continuing evolution of our Take Me Fishing message and it greatly advances our mission to make boating and fishing top-of-mind with all families.”

For Peterson, it’s the culmination of 2-1/2 years of working with a Disney team to craft a wide-ranging program that elevates the Take Me Fishing brand while bringing added value to the Disney organization. In fact, nothing else compares to Disney’s media assets of radio, TV, social media and, most uniquely, the abundant experiential opportunities at Walt Disney World where the Take Me Fishing brand will play a role.

“At Walt Disney World Resort, we offer many outdoor recreational activities in addition to our theme parks for guests to enjoy,” Disney Corporate Alliances vice president Carlos Castro says. “We’re excited to team up with RBFF and Take Me Fishing to promote family fun in the great outdoors through our park and media networks.”

I can attest to the fact that Walt Disney World Resort offers guests fun boating experiences and great catch-and-release fishing. Fact is I caught my first largemouth there some years ago. In all, there are 11 locations across Walt Disney World that offer guided fishing excursions that will now boast the Take Me Fishing brand. There’s also dockside fishing at Disney’s Fort Wilderness Resort & Campground and in the evenings around the campfire there will be the Take Me Fishing casting contest for kids. Why, there’s even good old cane-pole fishing opportunities at Disney’s Port Orleans Resort-Riverside.

“At RBFF, we’re about priming the pump,” Peterson says, “building demand for boating and fishing.” He sees that this alliance relationship will encourage guests who boat and fish at Disney World to continue those memorable experiences back home by connecting them with TakeMeFishing.org where there is all the information they’ll need to boat and fish locally.

“We’re connecting kids and families with nature,” Peterson says. “This will literally bring the Take Me Fishing brand to life for thousands of families.”

RBFF also will leverage the reach and engagement of Disney Media Networks to keep boating and fishing at the forefront, including sponsorship of relevant Phineas and Ferb episodes on the Disney Channel and Disney XD; participating at popular community events with Disney Radio all around the country; and integrating the Take Me Fishing messaging within the popular “Where’s My Perry” app, among many other things.

It’s also notable that the alliance with Disney dovetails perfectly with another of RBFF’s five-year strategic plans announced last April and aimed at reaching the nation’s growing Hispanic population. Disney Media currently reaches some 22 million Hispanics. RBFF has retained Lopez Nagrete of Houston, an agency that covers the Hispanic market, to develop a campaign to introduce Hispanics to the boating and fishing lifestyle.

Bottom line: No matter how you measure it, the combination of the programs being undertaken by RBFF, coupled with our industry’s wide-ranging Discover Boating national campaign, now comprise the most aggressive promotional efforts ever undertaken to increase boating and fishing interest in the future.


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