The Recreational Boating & Fishing Foundation’s (RBFF) Hispanic outreach campaign,
Vamos a Pescar™, recently received a donation to boost awareness of fishing and boating among the Hispanic population. Bass Pro Shops founder and CEO Johnny Morris contributed $125,000 to support RBFF’s campaign.
“We’re honored to receive this support from Bass Pro Shops to further increase participation in fishing and boating among the Latino community,” said Frank Peterson, RBFF’s President and CEO. “This gift plays an important role in reinforcing conservation efforts and sustaining two of America’s favorite pastimes.”
Vamos a Pescar seeks to increase awareness around recreational fishing and boating among Hispanics, the fastest growing segment of the U.S. population. With the launch of a new Spanish-language microsite
VamosAPescar.org (
Let’s Go Fishing), the program aims to encourage the Hispanic audience, especially families, to partake in the joys of fishing and boating.
The donation was given in honor of former president George H.W. Bush, a longtime supporter of conservation efforts to support fishing and boating.
“All of us at Bass Pro Shops are proud to pay tribute to President Bush’s conservation legacy with this gift to a key conservation partner, the Recreational Boating and Fishing Foundation, in support of their Hispanic outreach campaign,” said Johnny Morris, founder of Bass Pro Shops. “By supporting opportunities to invite everyone to go fishing, especially children, we’re honoring everything President Bush has done to uphold our fishing traditions and invite future generations to enjoy this great sport.”
According to the U.S. Fish and Wildlife Service (USFWS), Hispanic participation in fishing has remained stagnant over the past 5 years, while overall participation has risen 11 percent from 2006 to 2011. Fifty-three million strong and growing rapidly, the Hispanic population is projected to reach 65 million in the U.S. by 2020, quickly becoming a critical population to engage.
In addition to the microsite, outreach for the campaign will include digital advertising and search engine marketing (SEM), as well as radio and experiential (event) marketing in Texas and Florida. The campaign will target family-oriented outdoor lovers who are seeking outdoor activities.
