NEWS Angling TrustNews
ByAT promotions officer Rob Hughes
Bringing newcampaigns and initiatives to life is a vital part of successfulmarketing campaigns and the 2016 survey results showthat something isworking.
More people are going fishing Gettingmore people out there to go fishing has been a key part of the Angling Trust’s strategy and it seems it is working, according to the latest figures, explains promotions officer RobHughes.
So the good news is out about the increase in participation in angling (see page 12).Te government (SportEngland) measure that looks at the frequency that people go fishing has, for the first time in two years, shown an increase…and that’s good news for everyone. We are absolutely chuffed to
bits seeing an
increase.After two years of quite aworrying decline, the news is not just good, it’s excellent. Not only is it growth in
times of decline,but the growth is significant – almost 17 per cent in terms of ages 25 to 65 participation and almost 40 per cent in the area of disability and accessibility. Tat’s a serious set of figures
and, if itwere growth in the private sector,peoplewould be bouncing up and down about it…and quite rightly so. Angling, alongwith all of
the other sports, is competing for people’s
time.Many others are declining, and our drive is, was, and alwayswill be, to keep
people going fishing. Temore they go, themore
theywant to go, and some of the campaigns launched by theAT participation department over the last 12months have gone a long way to keeping angling at the forefront of people’sminds. Te thought process behind
the recent campaigns such asGet OutTere,workingwithWomen In Sport,English Federation of Disability Sport and a host of other groups and organisations is simple. If angling is in people’s minds they aremore likely to go, and if they are goingmore they are likely to go again, and secondly less likely to stop. Temessage toGetOutTere is clearly getting out there!
GETTINGTHEMESSAGE ACROSS
Marketing and communications is a continually evolving beast.Look at themainstreamand you’ll see some of the cleverest “stuff”on TVis the advertising. It constantly changes to reflect trends,bring out newcampaigns, and stimulate the
viewer.Te participation teamat ATis doing the same. Future campaigns include
monthly targeting of certain aspects of angling/targeting specific groups. Anewdigital campaign,
Fishin’Impossible, is soon to be launched,where anglers are invited to go on a specific species hunt in a specific timescale, and a shop-driven pilot is underway to encourage local participation through short-session species- hunt
competitions.Great for participation,brilliant for footfall across the shop doorway! We’re not sitting back and, just
like participation figures in our sport are on the up, so is the level of commitment and energy from the teamat theATto come up withmore and exciting initiatives to get people fishing.Tis is going to be an exciting year!
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