The Recreational Boating & Fishing Foundation teamed up with Colle+McVoy to overhaul their most recognizable brand, Take Me Fishing, and launch an integrated marketing campaign that reaches anglers of all ages and experience levels and encourages them to boat and fish. The campaign extends through all brand elements, including a new logo, print advertising, consumer event display system, grassroots program and Web site, which is the centerpiece of the campaign. All points-of-contact ultimately direct consumers to http://www.TakeMeFishing.org.
TakeMeFishing.org re-launched in May with new viral videos appearing in June and a new social networking component launching in July. Featuring more than 2,500 pages of content, the site includes a comprehensive “Fishopedia” resource of fishing –related information, a database of more than 12,000 boating and fishing locations across the U.S., pages devoted to kids, and state pages that provide the most accurate localized information available. A series of “Master Casters” viral videos featuring amazing casting feats are driving consumers to the new site and catching the attention of national media, including CBS The Early Show.
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