Get On Board Campaign Reaches Millions Of Boaters
Published on October 28, 2021
The Get on Board campaign, the first-of-its-kind industry-wide collaboration between the Recreational Boating and Fishing Foundation’s Take Me Fishing and the National Marine Manufacturers Association (NMMA) and the Marine Retailers Association of America’s (MRAA) 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.
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.
Highlights of the campaign’s success include:
- Earned Media: 2.6 billion impressions (121 percent YOY increase)
- Paid Media: 36 million impressions
- Influencer Program: 12.9 million impressions and 4.7 million interactions
- Social Media: 22 million impressions
- Digital Properties: 48 million sessions
- Get On Board Toolkit: 11,000 page views
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
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