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Bass Pro Shops Founder Johnny Morris Donates $125,000 to Vamos a Pescar

Bass Pro Donation

Bass Pro Shops founder and CEO, Johnny Morris recently announced a historic donation to RBFF’s Hispanic outreach campaign, Vamos a Pescar™. The donation of $125,000 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,” said Frank Peterson, RBFF’s President and CEO. “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 (Let’s Go Fishing) and campaign aim to encourage the Hispanic audience, especially families, to partake in the joys of fishing and boating. The campaign includes digital advertising and search engine marketing, radio advertisements and marketing at select events in the pilot states of Florida and Texas.

While overall participation in fishing increased 11 percent from 2006 to 2011, Hispanic participation has remained stagnant, according to the U.S. Fish and Wildlife Service (USFWS). With the Hispanic population expected to grow to 65 million in the U.S. by 2020, this segment is more important than ever to engage in fishing and boating.

The donation was given in honor of former president George H.W. Bush, a longtime supporter of conservation efforts to support fishing and boating.

More information about Vamos a Pescar™ and all of RBFF’s programs and products is available at

Celebrating a Successful National Fishing & Boating Week 2014

NFBW success

Boating and fishing were on the minds of millions of Americans this June as RBFF launched a campaign around National Fishing & Boating Week (NFBW) with national public relations, marketing and social media. Encouraging families, kids and outdoor adventurers to experience the joys of boating and fishing this summer, RBFF spread the word about free fishing days and its new Top 100 Family Fishing and Boating Spots list created in partnership with state fish and wildlife agencies and the Take Me Fishing online and social communities. RBFF promoted the importance of learning and improving fishing skills, conservation through participation, fishing as a father’s day activity, and boating and fishing close to home.

“National Fishing and Boating Week is always a great opportunity for RBFF and its stakeholders to generate awareness of boating and fishing, and get people hooked on the sport, creating future lifetime boaters and anglers,” said RBFF President and CEO Frank Peterson. “We are very pleased to see such buzz in the news around the event.”

Making an impression with media coverage: More than 63 original media stories generating more than 82 million impressions, were achieved across all media platforms including television, radio, online and print. Some examples include:

Remember to take advantage of all the free programs and materials RBFF offers to stakeholders. If you have any questions about NFBW please e-mail .

RBFF to Host Special Panel on Diversity at ICAST 2014

ICAST Preview

Members of the RBFF staff will be on-hand in Orlando, Florida this July 15 – 18, for ICAST 2014, the world’s largest sportfishing trade show. The yearly event brings together the biggest brands in the recreational fishing industry to discuss their newest innovations. This year, RBFF will be discussing the details of its new Hispanic outreach campaign, Vamos a Pescar™.

RBFF is also hosting an invite-only panel to discuss ways in which the fishing industry can work to engage new or underserved audiences. The panel will include representatives and branding experts from Walt Disney World Parks and Resorts, ESPN Deportes, Walmart, Lopez Negrete Communications and Colle+McVoy. Attendees will be able to learn from the strategies these organizations employed to connect with the Hispanic market and women, two groups traditionally underserved by the recreational fishing industry, and identify ways to better market to and engage these audiences in the future.

RBFF will package the content and interviews from this session to share with all stakeholders following ICAST.

More information on RBFF’s Hispanic campaign, Vamos a Pescar™, Spanish-language materials and research can be found in the Take Me Fishing Resource Center. If you have questions about the discussion panel, please email Rachel Auslander at