Multi-Activity Experiences Driving Outdoor Engagement Recreational Boating and Fishing Foundation

August 4, 2012

of Americans participated in outdoor activities in 2011.

Outdoor Industry Foundation, 2011

Special Report on fishing & boating, 2011

Fishing is a ‘gateway’ activity

fishing participants in the US.

boating participants. NMMA, 2011

WHO IS THE TYPICAL ANGLER?

45+ HHI: $100,000+ Fishes 18 days/year Outdoor Enthusiast

Mintel, RBFF, 2012

Our Future: Engaging New Audiences

Millennials =

Boomers =

Latinos =

= 76 million

= 80 million

= 50 million

= 10 million

CURRENT

OPPORTUNITY

RBFF, AdAge, Time, 2012

OPPORTUNITY

Outdoor Enthusiast =

Family Outdoors = = 22.4 million

= 19.5 million

= 10 million

RBFF, Consumer Segmentation 2011

Outdoor Excitement =

CURRENT

GROWTH

= 18.0 million

Key Strategies

① Brand creative and messaging platform

① Digital tools & resources ① Strategic partnerships

CASE STUDY: Engaging Hispanic/Latino Audience

RBFF, 2012, AdAge 2012

50 million strong $1 trillion spending power

Thanks. THANK YOU!