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Three million extra licences underscore the astonishing impact of the Get On Board campaign


Three million more fishing licence purchases year-on-year is just part of the historic impact made by the Get On Board campaign launched in the US earlier this year.

The first-of-its-kind campaign amplified the industry’s collective voice as consumer interest in fishing and boating reached an all-time high amidst COVID-19, generating 1.8 billion impressions and more than 20 million online video views.

New boat purchases totaled 44,000 during the busiest selling period (March to June), with 261,000 new boats sold year-to-date – up 9% from 2019 and the highest sales volume in 13 years. The industry also got on board with almost 400 businesses joining the campaign to help reinforce the message across the US.

The campaign was powered by the Recreational Boating and Fishing Foundation (RBFF) and the National Marine Manufacturers Association (NMMA), through their ‘Take Me Fishing’ and ‘Discover Boating’ digital assets. “This industry-wide effort uniquely positioned us to tell our story to new and existing audiences in a more impactful way,” said Frank Peterson, President and CEO of the RBFF. “We are thrilled to have strategically sparked more meaningful engagements, including a 167% year-over-year increase in digital traffic to Take Me Fishing. Reaching new audiences is invaluable to bringing in the next generation of boaters and anglers in an organic way.”

NMMA President Frank Hugelmeyer said the campaign not only helped boost an increase in new boat buyers and fishing licences sales, but also ‘provided the perfect remedy to pandemic stress that triggered a flurry of positive attention around boating and fishing’. “Americans were compelled to experience the restorative power and social distancing benefits that only boating and fishing can provide,” he added. “This campaign helped to motivate more people to rediscover their love for the outdoors by offering safe ways to get on the water and reconnect with loved ones.”

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