Cabela’s and Shakespeare Named Take Me Fishing Award Winners
by Mary Jane Williamson
July 19, 2006—Las Vegas, NV—The American Sportfishing Association and the Recreational Boating and Fishing Foundation teamed up to recognize two well-known names in the sportfishing industry—Shakespeare and Cabela’s—for their leadership in encouraging people, particularly children and families, to get out on the water and go fishing. The presentation was made during ICAST 2006, the International Convention of Allied Sportfishing Trades, held at the Las Vegas Convention Center, July 20–22. ICAST is the world’s largest fishing trade show, with more than 6,000 representatives from the worldwide fishing community in attendance.
Shakespeare Fishing Tackle, headquartered in Columbia, South Carolina, was named the Take Me Fishing Manufacturer of the Year. Cabela’s, Inc., of Sidney, Neb., was recognized as the Take Me Fishing Retailer of the Year. The two companies were selected for their support of the national Take Me Fishing campaign incorporating elements in their own marketing efforts.
Mike Nussman and Bruce Matthews, respective presidents and CEOs of the American Sportfishing Association (ASA) and the Recreational Boating and Fishing Foundation (RBFF), made the presentations at the Chairman’s Industry Awards Reception held on the first evening of the Show. The foundation administers the Take Me Fishing program and ASA selects the two fishing industry winners each year.
“Take Me Fishing is your program,” Matthews told the audience. “The two companies we are honoring here tonight are among a growing group of fishing and boating businesses who are discovering and taking advantage of the extensive marketing products that we make available from the national Take Me Fishing advertising campaign. Shakespeare and Cabela’s, thank you. Thank you for your help in growing this sport and this industry. Congratulations,” he said.
Nussman also voiced his support for the campaign. “Increasing fishing participation is a key objective for ASA. We encourage all our members to take part in this campaign and the new Anglers’ Legacy program targeted to avid anglers. It’s good to see industry leaders such as Shakespeare and Cabela are helping to lead the way.”
Shakespeare, one of the oldest and most recognizable fishing brands in the world, has incorporated the Take Me Fishing logo and imagery into various aspects of the company’s marketing materials. Campaign components can be found on ads, promotional materials and the Shakespeare fishing Web site.
“Shakespeare fully understands the importance of getting new participants involved in fishing,” said Randy Spatharos, the company’s executive director of Marketing. “The Take Me Fishing message is right on target for re-engaging former anglers who have dropped out over the years for whatever reasons, and RBFF has made it easy to benefit from the campaign’s quality materials and equity.”
Cabela’s, a leading cataloger and retailer of hunting, fishing and outdoor gear, has been using the Take Me Fishing campaign elements in a variety of formats over the past two years. They have run the Take Me Fishing commercials as public service announcements on their Cabela’s Outfitter Journal television show and the campaign’s print ads in their magazine. They have also incorporated the Take Me Fishing images and messaging into their media challenge and kids fishing events held by several Cabela retail locations across the country.
Pat Hudak, Cabela’s marketing manager, said, “Cabela’s is pleased to receive this award and we are proud to be active in the Take Me Fishing growth initiative. By working together, we can get more people back into the sport. This award will have a prominent spot in Sidney to remind us daily to do our part. We thank ASA and RBFF for this honor.”
Previous recipients of the RBFF Fishing Manufacturer of the Year award include Plano Molding Company, Shimano American Corporation and ZEBCO/WC Bradley. Past recipients of the Fishing Retailer of the Year award include Bass Pro Shops and Neuse Sport Shop.
Examples of materials usage by Shakespeare, Cabela’s and the many other fishing and boating companies can be viewed online at RBFF.org under Cooperative Marketing Program—Case Studies and Examples.
Take Me Fishing is the name of the boating and fishing industry’s national advertising campaign. Likened to the Dairy Industry’s “Got Milk” program, Take Me Fishing promotes fishing and boating as unmatched leisure activities for quality time and connection with family and friends.
The Take Me Fishing ad campaign includes television, radio and print media, and has generated nearly four billion consumer impressions to date. For more information about RBFF and the Take Me Fishing program, contact Susannah Costello, 703-519-0013. For more information about ICAST 2006, contact Mary Jane Williamson, 703-519-9691.
