ALEXANDRIA, VA – The Get on Board campaign, the first-of-its-kind industry-wide collaboration between RBFF’s Take Me Fishing and NMMA and MRAA’s Discover Boating continued to make waves this summer. Supported by an integrated marketing mix featuring public service announcements, digital advertising, social media and public relations, the 2021 campaign made an impact in reaching new boaters and anglers by generating 3.4 billion impressions – a 42 percent year-over-year (YOY) increase – and 20 million YouTube views – double the number of views since last year’s campaign.
“Over the last few years, RBFF, NMMA and MRAA have been priming the pump, reaching out to diverse new audiences to increase awareness of fishing and boating and inspire participation,” said Stephanie Vatalaro, Senior Vice President of Marketing and Communications for RBFF. “This year’s Get On Board campaign featured some of our most successful multicultural outreach to-date.”
Americans from all walks of life gained a better appreciation of spending time outdoors as a result of the pandemic-related social distancing, and many chose fishing and boating as their lifeline to wellness. The Get On Board campaign tapped into this lifestyle trend and continued building momentum from 2020, which deeply resonated with a broader, more engaged consumer audience.
“With record sales and participation in boating and fishing, we’re seeing younger, more diverse audiences enter the market, which has given us the unique opportunity to engage the next generation of boaters and anglers to continue increasing participation for the long-term,” said Ellen Bradley, Senior Vice President of Marketing and Communications for NMMA. “In collaboration with RBFF and MRAA, we not only focused on recruiting future participants but also retaining the recent surge of newcomers.”
Highlights of the campaign’s success include:
“We are proud of how the industry acted together in a united effort once again this summer with the purpose of growing boating and fishing participation,” said Matt Gruhn, President of MRAA. “We’re thrilled about how well the dealer community engaged with the marketing tools and resources made available by the Get On Board toolkit, which helped us connect even more new boaters and anglers with the rewards of being on the water.”
Questions on the Get On Board campaign may be directed to Bruna Carincotte, RBFF’s Director of Public Relations and Communications, at bcarincotte@rbff.org and Maggie Maskery, NMMA’s Director of Consumer Public Relations, at mmaskery@nmma.org
The Women's Outdoor News, aka The WON, features news, reviews and stories about women who are shooting, hunting, fishing and actively engaging in outdoor adventure. This publication is for women, by women. View all posts by The WON
