Campaign Brings More than 10,000 Lapsed Anglers Back to Wisconsin Waters

MADISON – Wisconsin Department of Natural Resources (DNR) Secretary Matt Frank today announced that 11,231 lapsed anglers renewed their fishing licenses through the 2008 “Take Me Fishing” campaign made possible by a new partnership between the agency and the Recreational Boating & Fishing Foundation (RBFF). The 11,231 anglers represent 27 percent of the pool of lapsed license buyers that received the direct mail piece – the highest response rate of the 30 states to enter such a partnership with RBFF.

“Fishing is a part of Wisconsin’s heritage that supports healthy families, healthy local economies and a healthy environment,” said Secretary Frank. “We’re thrilled with the successful results from the 2008 “Take Me Fishing” campaign and look forward to expanding the effort through our partnership with RBFF in 2009.”

The “Take Me Fishing” campaign used an integrated marketing approach to keep anglers on Wisconsin waters. In April 2008 a direct mail campaign reached out to anglers who hadn’t yet renewed their license urging them to buy one and create a memory for someone by taking them fishing. In May, the DNR launched TV and radio ads sponsored by RBFF with a similar theme. The information RBFF collected through the 2008 campaign will be used to develop a marketing strategy for 2009’s efforts to promote fishing to a larger pool of lapsed license buyers.

“We are proud of Wisconsin’s efforts to bring back lapsed anglers to the sport,” said RBFF President & CEO Frank Peterson. “As we move into year two of the program, we look forward to generating additional funds for Wisconsin’s fish and wildlife management efforts.”

Each fishing license sold nets Wisconsin $10 in Federal funding from the Sport Fish Restoration (SFR) grant and another advocate for fishing, clean water and a healthy environment. The renewed licenses generated $226,000 in license sales and approximately $112,000 in Federal funds to DNR through the SFR grant.

“The DNR is looking forward to continuing our successful partnership with RBFF,” said Secretary Frank. “We would also like to thank the many dedicated conservation groups in Wisconsin who made it a priority to support the campaign and have promoted fishing for decades. Thanks to the efforts of local fishing clubs and statewide organizations that promote fishing, we hope Wisconsin will continue to buck national trends that signal a decline in anglers.”