ALEXANDRIA, VA: The Recreational Boating & Fishing Foundation has hired Ogilvy Public Relations as AOR to help increase the amount of people who fish for fun around the country.
The one-year contract, which has the option of a two-year renewal, has an annual budget of $280,000, said Stephanie Vatalaro, director of communications for the foundation. Ogilvy was selected after a competitive RFP involving 15 firms.
“We chose Ogilvy mainly for their media relations approach, network, and wealth of internal resources,” Vatalaro added.
The Foundation sought an agency partner because a “shared concern has emerged in the boating, fishing, and conservation communities,” according to the RFP documents, but "participation in recreational boating and fishing is changing, and in some cases declining."
Research shows that, in the next 25 years, significant population growth will only occur among groups that have not traditionally been as involved with boating and fishing, according to the RFP.
Ogilvy will help the foundation attract more diversified groups to fishing. Other tasks for the firm include annual planning for communications around the foundation's activities, as well as developing story ideas and related pitch materials. It will also provide media relations and media training for the foundation's staff.
The firm will emphasize key messages such as recreational fishing is an unmatched leisure activity that leads to true connection for family and friends to the natural world. Ogilvy will also promote the idea that it's a great way to connect children with the outdoors, and is essential to support the nation's aquatic resources.
The foundation will measure Ogilvy's success based on the rise in traffic to TakeMeFishing.org, annual increases in PR coverage, and engagement with the group's target audiences.
Robert Mathias, regional CEO for Ogilvy Public Relations North America, said via email that the WPP agency will work with the foundation to “expand and grow the sports of fishing and boating by demonstrating how life begins where land ends.”
The account win comes a few weeks after Ogilvy announced plans to reduce its staff in Washington, DC as income from federal clients began to decrease.