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RBFF Launches Its Hispanic Outreach Campaign

VAPLaunch

The first phase of RBFF's 5-year plan to increase awareness of fishing and boating among Hispanics, and engage the fastest growing segment of the U.S. population has officially launched. Starting with a new Spanish-language microsite, VamosAPescar.org, and targeted advertising, the campaign aims to inform the Hispanic audience on the joys of fishing and boating.

According to the U.S. Fish and Wildlife Service (USFWS), Hispanic participation in fishing has remained stagnant over the past 5 years, while overall participation has risen 11 percent from 2006 to 2011. Fifty-three million strong and growing rapidly, the Hispanic population is projected to reach 65 million in the U.S. by 2020. "The Hispanic population is a critical group to engage, ensuring the long term sustainability of two of America's favorite pastimes," says Frank Peterson, RBFF’s President and CEO.

At the center of the multi-channel outreach campaign is a Spanish-language microsite, VamosAPescar.org. Created to overcome the lack of familiarity of the sports and knowledge of licensing requirements, the site provides everything a beginner angler or boater would need. Built on a responsive platform (a flexible web layout that detects the visitor's screen size and orientation and changes the layout accordingly), the site includes fishing license and boat registration information, how-to fish videos, boating basics, an interactive where-to fish and boat map, and mythbusters to help dispel the perceived barriers to getting out on the water.

The campaign is being supported by digital advertising and search engine marketing (SEM), as well as radio and experiential (event) marketing in Texas and Florida, all driving consumers back to the site.

RBFF hosted a webinar on Thursday, April 24 to announce the campaign launch. The webinar slides and full recording are available in RBFF’s Resource Center on TakeMeFishing.org. In addition, the following resources are also available for stakeholder and state partners:

  • Research:Research about Hispanic consumers, key barriers to fishing and boating and tips for engaging this audience. Also a recorded webinar can be viewed by all stakeholders and staff on how to engage this audience.
  • Photo Library: A photo library comprised of 30 new photos of multicultural families enjoying fishing and boating.
  • PSAs: Spanish-Language television and radio public service announcements (PSAs) that can be used in local markets
  • How-to Videos: Spanish-language how-to videos covering the basics of fishing and boating, including how to tie knots, how to cast and important safety equipment for boating. View videos.
  • Web Banner: The website itself can be used by stakeholders and state partners who would like to provide their visitors with Spanish-language resources. A downloadable web banner is now available.
  • Event Listings: Learn how your company’s boating and fishing events can be included on VamosAPescar.org by emailing Rachel Auslander at rauslander@rbff.org

More information about Vamos a Pescar and all of RBFF’s programs and products is available at TakeMeFishing.org/corporate/.

Hispanic Marketing Research and Learnings

HispanicResearch

RBFF’s research into the Hispanic audience covers trends, market segmentation and, most importantly, the opportunity the Hispanic market offers to our boating and fishing industry partners. Find more at the TakeMeFishing.org Resource Center.

Multicultural Images

Multicultural

New multicultural images have been added to the Take Me Fishing photo library. Follow the instructions on TakeMeFishing.org to gain access to the updated gallery.

Hispanic Campaign PSA

PSA

New Spanish-language PSAs focus on conservation and forging memories with your family and include a call to action to purchase a fishing license or register your boat. Both television and radio PSAs can be found online.

How-to Videos on YouTube

YouTube

New Spanish-language how to videos have been created with Hispanic families and individuals in mind. Head to YouTube.com/TakeMeFishingFilms to view the videos and find embed codes for your site.