Get On Board Campaign Amplifies Consumer Awareness Throughout National Fishing and Boating Week

The Get On Board marketing campaign, a united effort from the Recreational Boating and Fishing Foundation (RBFF), Marine Retailers Association of the Americas (MRAA) and the National Marine Manufacturers Association (NMMA) to generate consumer awareness for boating and fishing, launched last week, June 5-13, coinciding with National Fishing and Boating Week.

Discover Boating and Take Me Fishing report the campaign kickoff last week featured public service announcements (PSA), a satellite media tour (SMT), earned media relations coverage, influencer and content creator partnerships, paid advertising, digital marketing, organic social media promotion and more. Throughout NFBW, Get On Board generated over 163 million impressions with more than 630 TV and radio placements.

In its second year, the Get On Board campaign, with a dedicated focus on retention and recruitment, saw outstanding early results, including:

  • 302 downloads of the Get On Board toolkit by industry stakeholders
  • 34% increase year-over-year in overall sessions to DiscoverBoating.com
  • 88K referrals from Take Me Fishing™ to DiscoverBoating.com, up 1,144%
  • 82K referrals from Take Me Fishing™ to state boat registration pages, up 16% year-over-year
  • 10,045,746 overall sessions to RBFF digital properties, a 36% increase year-over-year
  • 645K referrals from Take Me Fishing™ to state fishing license pages, on par with 2020 numbers
  • 2021 Get On Board press release was picked up by 225 news organizations and secured 137.9 million consumer impressions
  • Take Me Fishing and Discover Boating activated 87 influencers from varying backgrounds throughout NFBW to reach an audience of 440,600 on social media; posts earned posts earned more than 213,000 engagements.
  • More than 639 media placements ran across the country featuring campaign spokesperson and nationally recognized psychiatrist Dr. Jessica Clemons, who discussed the mental health and wellness benefits of fishing and boating.
  • Disney Parks shared with nearly 2 million followers on its blog, Tik Tok, Instagram and Facebook channels National Fishing and Boating Week content, including #TheWaterIsOpen.

Discover Boating reports that more than 450 industry stakeholders have joined the campaign. Open to all brands and leaders within the boating and fishing industries, the Get On Board campaign encourages all stakeholders to relay the important message that boating and fishing continue providing lifelines to health and wellness. The GOB Toolkit is free to download, offering customizable resources. The campaign hashtag is #TheWaterIsOpen — which saw more than 3,200 uses as part of a social media movement among influencers, industry partners, outdoor enthusiasts, anglers and boaters.

All questions 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.