Zebco Receives National Award For Sportfishing Leadership
by
Mary Jane Williamson
July 21, 2005—LAS VEGAS, NV—The
American Sportfishing Association (ASA) and the Recreational Boating
and Fishing Foundation (RBFF) recognized Zebco as the Take Me Fishing Manufacturer
of the Year for its leadership in encouraging people, particularly
children and families, to go fishing. The presentation was made during
ICAST 2005, 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.
Zebco, headquartered in Tulsa, Oklahoma, was selected for the award based
on its unequaled efforts in the use of the Take Me Fishing marketing
materials in support of the industry’s national outreach effort by
the same name. The Take Me Fishing campaign, administered by the
RBFF, is a national advertising and education program to recruit and
retain anglers.
Bruce Matthews, RBFF president/CEO, presented the award, along with ASA
Board Chairman Dave Pfeiffer, executive vice president of Shimano American
Corporation, and Mike Nussman, ASA president and CEO. Accepting the award
was Zebco President, Jeff Pontius.
“ICAST is the perfect venue to recognize Zebco for this prestigious
honor, where we are among valued friends, peers and competitors,” said
Matthews. “We all know how difficult it is to implement change and
we congratulate Mr. Pontius and his staff for the wonderful job they’ve
done of integrating the new Take Me Fishing marketing materials
in such short order. Zebco receives this award for leading by example.” RBFF
changed its marketing focus from Water Works Wonder to Take
Me Fishing early in 2005. Plano Molding Company and Shimano American
Corporation were the 2003 and 2004 recipients respectively.
“We are thrilled to receive this recognition and to be in the
company of other industry leaders such as Shimano and Plano Molding,” said
Pontius. “Zebco has a long history of helping people get started in
fishing, and once we heard about the new Take Me Fishing campaign,
we started incorporating it in as many ways as possible. Take Me
Fishing is a great message and call to action. And that’s
the key. We all need to be reminded to do our part to bring new anglers
into the sport. And the more we can unite our efforts by using Take Me
Fishing, the bigger impact we’ll have.”
Zebco incorporated the Take Me Fishing images, Web address and
new logo into almost every aspect of the company’s marketing mix including
its Web site, press releases and other marketing materials. Campaign
components are prominently displayed on Zebco, Quantum and Rhino packaging,
catalogs and promotional materials. Zebco also changed the name of its annual
Family Fishing Festival to the Take Me Fishing Day. The event is
held annually in Tulsa on the first Saturday of National Fishing and Boating
Week and Oklahoma’s “free
fishing” weekend.
ASA staff members reviewed the RBFF Manufacturer of the Year entries and
selected the winner. In making the announcement, ASA’s Mike Nussman
said, “In early 2005, RBFF changed the campaign to Take Me Fishing.
It’s only been a few months, but the industry likes the change. Zebco
has done a great job of incorporating the new campaign and they deserve this
honor.”
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 the RBFF and the Take Me Fishing program,
contact Jamie O’Brien, 703.519.0013.
For more information about ICAST 2005, contact Mary
Jane Williamson,
ASA, 703.519.9691.
