The Recreational Boating and Fishing Foundation’s Vamos A Pescar campaign is extending its reach into new territory as it launches its second year.
With a successful pilot year in Texas and Florida, the RBFF aims to bring the effort into California, Illinois and New York. The digital and radio campaign will continue to focus on inviting Hispanic families, new to fishing and boating, out on the water.
“We’re taking all we learned from a year of very effective outreach and extending the invitation so our message reaches 68 percent of Hispanics throughout the U.S.,” RBFF president and CEO Frank Peterson said in a Take Me Fishing update. “Great research led to a strategy that meets Hispanic families where they go most often. Site analytics from VamosAPescar.org also gave us important insights, telling us more about our audience interests and for the information they desire.”
Although expanded efforts in California, Illinois and New York will continue current messaging, messaging in Texas and Florida will evolve to take advantage of last year’s findings and progress. With the refresh of current assets in Texas and Florida, messaging also will take advantage of the summer season to extend the invitation to families who are looking for outdoor activities to keep children busy.
Separately, the newly established George H.W. Bush Vamos A Pescar Education Fund recently received a contribution of $50,000 from The Walt Disney Co. The growing support will help the RBFF increase outreach efforts with the Latino community and create additional funds for state conservation efforts.
The Spanish-language campaign reached nearly 400,000 website visitors in the first year.
The foundation’s Take Me Fishing campaign achieved an all-time-high brand awareness of 43 percent, and drove a record-breaking 9.1 million visits to digital properties, where consumers engaged with fishing and boating how-to and where-to content, and accessed their state’s fishing license and boat registration information.