BUZZBAIT
OCEAN KAYAK PRO, ROB CHOI LURES
TOURISTS TO FISH IN VIRGINIA. PHOTO: COURTESY BCF
[CONSERVATION]
Come All Ye Kayak Anglers
ARE KAYAK FISHING TOURISTS COMING TO YOUR FISHING HOLE?
BY BEN DUCHESNEY
T
urn on the television or flip through a maga- zine and you’re likely to see kayak fishing
featured in advertising. Sure, it’s exciting to see our favorite pastime get some press time, but will nationwide ad campaigns mean more anglers and fewer fish in your favorite fishing hole? Kayak fishing hit the mainstream last summer
when Ocean Kayak pro angler, Rob Choi, was featured in an advertising campaign for Virginia tourism. In addition to a full page ad in several nationwide publications, Choi filmed a 30-second television spot that featured him catching a giant striped bass in his kayak. “At first I didn’t want to do it,” Choi says, “but I thought it was cool that they wanted a real kayak angler to represent Virginia kayak fishing.” Virginia Beach-based ad firm BCF chose
Choi for the Virginia is for Lovers campaign after seeing his blog and videos online. PR director Dominga Gardner explains, “Kayak fishing is inspiring, it’s super unique; some- thing travelers to Virginia could aspire to, and it’s real, something that really happens all the time. It isn’t just a pretty sunset.” To get the attention of potential visitors,
the marketing team was looking for an image that would make VA pop. “With travel ads, you want
to stand
out,” says Gardner. “Pulling a huge fish from a kay- ak was the best way to do that. We tried to create a desire, a draw to kayak fishing; to make people say, ‘Wow, I want to do that!’”
30…KAYAK ANGLER
Kayak fishing has also found its way into Key
West, Florida’s advertising campaign. And states including Nebraska, New York and Arkansas are aggressively pursuing kayak anglers in their marketing plans. States are looking for untapped streams of tourists and kayak fishing is virgin wa- ters. Kathy McKillip, executive director of tourism for Nebraska, says her state’s fishing opportunities especially appeal to kayak anglers. “Nebraska has nearly 23,000 miles of rivers so there are lots of op- portunities for kayakers to fish scenic, uncrowded lakes and streams.” While local anglers may not appreciate an influx
of tourists to their favorite fishing hole, the appear- ance of kayak fishing in major advertising cam- paigns further supports the sport’s widening appeal. “The exposure helps spread the word that kayak
fishing is awesome,” Choi says. Major advertising campaigns that feature kayak fishing put the sport in front of old salts and land-lubbers alike. “It also focuses attention on causes that kayak
fishermen support, such as water access, water- shed conservation and Heroes on the Water,” adds Choi. Not only will anglers ultimately benefit with
heightened exposure, but the people who support kayak fishing will also see a boom: “From tackle businesses to paddle shops to local guides, it’s a win-win for everyone,” Choi says.
is for Lovers” ad. DIGITAL EXTRA: Click here to watch Rob Choi’s “Virginia
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80