Take Me Fishing ad campaign wins award

ALEXANDRIA, Va. – The 2005 Take Me Fishing advertising media plan by the Recreational Boating and Fishing Foundation was recognized this week with a Myers Media Innovation & Creativity Gold Award Honor, RBFF said in a release yesterday.

The award honors the most creative, innovative and effective advertising buys and is given by the Jack Myers Media Business Report, an advertising trade newsletter.

RBFF’s advertising agency, The Richards Group, based in Dallas, created the Take Me Fishing advertising and is also responsible for media planning.

“We believe this award is a testament to the creative and innovative spirit that The Richards Group is well known for, and a primary reason we selected them as our agency,” said Kirk Gillis, director of marketing and public relations, RBFF. “Creativity extends throughout the agency and is well reflected in their media planning. We are pleased to see the Take Me Fishing campaign and The Richards Group recognized for effectively reaching Americans with the Take Me Fishing family connection message.”

The Take Me Fishing campaign received the award for its creative approach to media buys targeting the lapsed angler. Some of those included:

  • A series of unique vignettes were created for airing on the Golf Channel. The vignettes appeared to be golf spots, but evolved into a fishing message – “Take Your Foursome Fishing.”
  • The Weather Channel agreed to have meteorologists encourage viewers to take advantage of great weekend weather in their area by taking their families boating and fishing.
  • On MSNBC, “Closing Bell” was sponsored on Fridays to get businesspeople thinking about taking their families fishing and boating.
  • “RBFF is thrilled that our advertising campaign and The Richards Group have received this distinguished recognition,” said Bruce Matthews, president, RBFF. “Our media budget is modest by industry standards, so it’s very important that our advertising break through the clutter. This award and the results we’re seeing tell us we’re on the right track.”

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