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Fishing Foundation Hopes to Hook Hispanics

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A national boating and fishing organization is launching a multimillion-dollar campaign next year aimed at getting more Hispanics involved in fishing.


The five-year campaign by the not-for-profit Recreational Boating & Fishing Foundation (RBFF) comes at a time when outdoor activities are on the rise but the number of Hispanics who fish is stagnant. The foundation has a goal of increasing the number of Hispanics who fish from 1.6 million to 3 million over the next five years.

"When the numbers come out we high-five because we see growth in fishing," said Frank Peterson, RBFF's president and CEO. "(But) when we look deeper into the numbers, Hispanics are participating at a much lower rate. We know there's a major segment we're missing and we feel it's very important for the sport."

To reverse the trend, RBFF has hired Houston-based Lopez Negrete Communications, which specializes in Hispanic to develop a plan to raise awareness. The company is tasked with creating a campaign that includes traditional and social media, devising a retail point-of-sale strategy and working with state agencies.

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