WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2014 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Recreational Boating & Fishing Foundation

For: Vamos A Pescar

Award: Best Family Mobile Website, Best Leisure Mobile Website

Click here to see entry creative

About the Entry

The Recreational Boating & Fishing Foundation recently launched the first phase of a 5-year plan to increase awareness of fishing and boating among Hispanics, and engage the fastest growing segment of the U.S. population in these activities. Starting with a new Spanish-language microsite, VamosAPescar.org, the campaign aims to motivate the Hispanic audience to partake in the joys of fishing and boating. The primary goal of the site is to help Hispanics overcome the lack of familiarity of the sport and knowledge of licensing requirements by providing everything a beginner angler or boater would need to know.

Market research found that Hispanics in our target audience tended to be more tech savvy than non-Hispanics in our target, with 81 percent using smartphones compared to 73 percent in the general market. Therefore, it was important for us to reach them where they are: on their mobile devices. Built on a responsive platform, the site includes boating basics, how-to fish videos, an interactive where-to fish and boat map, fishing license and boat registration information, and mythbusters to help dispel the perceived barriers to getting out on the water. A toggle in the site header also allows visitors to view it in English.

 

Award Credits

Contributors:

Frank Peterson:	President, Recreational Boating & Fishing Foundation
Ed Cantu:	Director of Consumer Insights, Lopez Negrete Communications (Agency)