Bass Pro And Plano Win Water Works Wonders Awards
by Janet Tennyson
The American Sportfishing Association and the Recreational Boating and Fishing Foundation teamed up to recognize two industry leaders with first-time awards for leadership during the International Convention of Allied Sportfishing Trades, or ICAST, at the Las Vegas Convention Center, where 6,000 representatives of the sportfishing industry come together.
Bass Pro Shops was named the Water Works Wonders Fishing Retailer of the Year and Plano Molding Company was recognized as the Water Works Wonders Fishing Manufacturer of the Year. The two companies were selected for their unequaled efforts in supporting the Water Works Wonders Campaign, the industry’s cooperative marketing effort to grow fishing and boating participation.
The awards were presented during a reception hosted by Jerry Calengor, Executive Vice President of Normark/Rapala Corporation and Chairman of the American Sportfishing Association’s Board of Directors, along with American Sportfishing Association President and CEO Mike Nussman and Bruce Matthews, President of the Recreational Boating and Fishing Foundation.
“What better place to honor two leaders from the fishing community than among their peers at the largest gathering of sportfishing businesses, our annual ICAST trade show,” said Calengor. “These companies are stepping up and setting a great example for the rest of the industry by the creative ways they’re using Water Works Wonders to make a difference for the future of our sport.”
Bass Pro Shops currently has 16 retail locations from Florida to Michigan and each is recognized as a major tourist draw because of the company’s outdoor-themed store designs and year-round action-oriented events.
Bass Pro Shops retail stores used Water Works Wonders materials in a variety of formats. All stores had large, color banners with Water Works Wonders images and the “Take Me Fishing” message prominently near the cash registers for all to see. Campaign images and messaging were also used on fishing license purchase-reminders, as well as for ads and posters made specifically for Father’s Day and Mother’s Day promotions. Bass Pro Shops has continuously used framed Water Works Wonders posters at all retail locations throughout the year, and in website promotions for their stores.
Doug Lyman, upon receiving the award on behalf of Bass Pro Shops, said “giving back” is something the Springfield, Missouri-headquartered company has always done. “Bass Pro Shops believes strongly in passing on the heritage of our outdoor traditions,” he said. “Water Works Wonders is easy to use and well designed to influence past, present, and future generations to get out and enjoy fishing and boating. This program is fishing and boating’s version of the ‘Got Milk’ campaign and we need for everyone involved in those outdoor activities to use the materials to help ensure our future.”
Plano Molding Company was the first fishing manufacturing company to use Water Works Wonders campaign elements, and did so on its own accord-no announcements, no fanfare-to support the cause. The tackle box giant first used the Water Works Wonders images and logo on hangtags for their Tackle Logic and Plano soft-tackle systems. Shortly after that, Plano began to use campaign elements in their product catalogs and national print ads. In 2002, Plano incorporated the Water Works Wonders TV commercials into their own 30-second television spots appearing within the “Call of the Wild” with Ron Schara and “Focus Outdoors” TV shows airing on the Outdoor Channel.
Plano’s Jesse Simpkins, upon receiving the award, said their support isn’t just about “feel good marketing,” it’s simply good marketing. “Since the inception of the Water Works Wonders program, Plano Molding has felt a duty to rally behind the program,” Simpkins said. “We all understand the industry, and our respective businesses, will grow if we recruit more anglers. Water Works Wonders offers a focused outreach effort for just that purpose. Supporting it simply makes good business sense.”
The two Water Works Wonders sportfishing industry awards are counterparts to two boating awards presented at the Miami International Boat Show in February. Russo Marine was named Water Works Wonders Boating Retailer of the Year, while Glacier Bay Catamarans was recognized as the program’s Boating Manufacturer of the Year. The Recreational Boating and Fishing Foundation, American Sportfishing Association, and National Marine Manufacturers Association intend to provide these awards on an annual basis, making award presentations at their respective trade events.
Water Works Wonders is the name of the boating and fishing industry’s national advertising campaign. Likened to the Dairy Industry’s “Got Milk” program, Water Works Wonders promotes fishing and boating as unmatched leisure activities for family quality time and connection. This advertising is greatly reinforced by the industry’s use of the cooperative marketing materials. Bass Pro Shops and Plano Molding Company are among more than 100 companies and partners using these materials.
The Recreational Boating and Fishing Foundation is responsible for the Water Works Wonders Campaign. A non-profit organization, it was founded in 1998 after Congress authorized and provided funding for an effort to address declining trends in fishing and boating participation. The Water Works Wonders ad campaign, including television, radio and print, has generated nearly two billion consumer impressions in just three years.
