The National Marine Manufacturers Association (NMMA) and the non-profit Recreational Boating & Fishing Foundation (RBFF) will launch an industry-wide marketing campaign in June that will share the restorative power of recreational boating and fishing at a time when the well-being of Americans is front and center.
“Consumer insights show people are longing for a return to the outdoors, and fishing and boating can be a safe and fun way to social distance and relieve stress,” said RBFF President and CEO Frank Peterson. “We want to help people find their way back out to the water while helping our industry rebuild coming out of this global pandemic.
The two groups have engaged other industry groups including the American Sportfishing Association, the Marine Retailers Association of America, BoatUS, marine trade associations and others are pooling resources to gain access to marketing channels in new ways and help the industry come out of the pandemic.
The campaign will feature a public service announcement (PSA), online advertising, social media, and public relations—all of which will be targeted to local areas and ensure a focus on responsible and safe boating and fishing.
To create a unified voice and amplified, consistent message when it launches in June, all industry stakeholders will be given access to carefully created materials developed by the online guides Take Me Fishing and Discover Boating for social media, websites, newsletters, and local PR.
In addition to the awareness it will create, the campaign will guide people to TakeMeFishing.org and DiscoverBoating.com to learn, explore, and find ways to go boating and fishing this summer and how to do so safely and responsibly.