Fishing campaign spurs boating increase
ALEXANDRIA, Va. – In a survey of more than 700 avid anglers, nearly one third of those who saw the Anglers’ Legacy campaign message have already taken someone new fishing – 72 percent on a boat, the Recreational Boating and Fishing Foundation said recently in a press release.
More than half of those who went fishing (56.8 percent) purchased tackle for the trip. Some of the guests already had a fishing license, but among those who didn’t, nearly two thirds (61.5 percent) purchased a license for the trip. Seventy-six percent of respondents said they will take someone new fishing again within the next year.
“These are the kind of results we were hoping for,” said Alex Filip, RBFF industry outreach manager. “It’s clear that the Anglers’ Legacy movement helps us all grow participation in the sport for the future, while having a positive impact on license and equipment sales.”
Anglers’ Legacy was launched in July 2006 targeting the country’s estimated 7.5 million avid anglers – more than three-quarters of whom own a boat. Through media ads and coverage, pro-staff and celebrity angler involvement, the campaign asks avid anglers to share their passion for fishing and drives them to AnglersLegacy.org where they’re asked to “Take the Pledge” – promising to take one new person fishing each year.
RBFF stakeholders who helped launch the campaign – manufacturers, retailers, fishing clubs and state organizations – are now pitching in to help take Anglers’ Legacy to the next level. These companies and organizations are using their resources to encourage avid anglers to introduce someone new to the sport though retail and Web promotions, in-store signage, banner signings and more. Nearly 200 pro-anglers and fishing celebrities have already endorsed the program and producers of fishing radio and television shows are rapidly signing on.
“A lot of credit for the early success of Anglers’ Legacy also goes to our media partners,” said Dave Landahl, RBFF public relations manager. “This movement wouldn’t be happening without their support for the campaign and willingness to carry Anglers’ Legacy messaging in their publications. Anglers’ Legacy is something we all know our industry needs.”
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