A United Front

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With much of the marine business dealing with the covid-19 pandemic, industry groups are building a marketing campaign focused on the recuperative powers of boating and fishing.

The Recreational Boating & Fishing Foundation and National Marine Manufacturers Association in a joint statement said plans were quickly moving forward as states modify stay-at-home orders and boating and fishing restrictions.

“Consumer insights show people are longing for a return to the outdoors,” RBFF president and CEO Frank Peterson said in the statement. “We want to help people find their way back out to the water while helping our industry rebuild coming out of this global pandemic.”

The RBFF’s Take Me Fishing and NMMA’s Discover Boating initiatives will lead the charge, with other groups — including the American Sportfishing Association, Marine Retailers Association of the Americas, BoatUS, and state marine trade associations — assisting in delivering a unified message.

“With so many different stakeholders working as a team on this campaign, it gives us a tremendous path to rebuild our industry, together,” Peterson said.

The announcement noted that Take Me Fishing and Discover Boating have seen substantial increases in Web traffic, showing that both seasoned boaters and those new to the sport are looking for ways to get on the water.

“In addition to the restorative feeling that comes from this kind of freedom, being able to trailer your own boat to your local waterway and be in charge of who you encounter provides a bit of control in what is one of the most uncertain and uneasy environments of our time,” NMAA president Frank Hugelmeyer said. “By coming together as an industry, we have a shot at telling this story like never before and demonstrating how boating and fishing can be the remedy we’re all seeking.”

Details on the campaign will be available in the coming weeks. For more information, contact RBFF’s Stephanie Vatalaro at svatalaro@rbff.org or Discover Boating’s Ellen Bradley at ebradley@nmma.org.


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