Bass Pro Shops founder and CEO Johnny Morris announced a $125,000 donation to the Recreational Boating and Fishing Foundation’s Hispanic outreach campaign, “Vamos a Pescar.”
The donation will go toward boosting awareness of fishing and boating among Hispanics, the fastest growing segment of the U.S. population.
"The Latino community is an important segment to engage in fishing and boating for the future growth of these sports,” RBFF president and CEO Frank Peterson said in a statement. “It is great to see that such a large national brand has recognized this and is investing in our Hispanic campaign to help get more Hispanic families out on the water."
The new Spanish-language microsite VamosAPescar.org — “vamos a pescar” translates to “let’s go fishing” — and campaign aim to encourage the Hispanic audience, especially families, to partake in fishing and boating. The campaign includes digital advertising and search engine marketing, radio advertisements and marketing at events in the pilot states of Florida and Texas.
The donation was given in honor of President George H.W. Bush, a longtime supporter of efforts to support fishing and boating.