The Fish Arkansas Campaign: A True Market Approach

As a management agency, the Arkansas Game and Fish Commission has successfully improved the quality of the state's fisheries resource. It has also actively promoted use of the resource. However, fishing license sales have been static recently and considering the competition for the public's discretionary time, a new promotional campaign has been jointly developed by the Arkansas Game and Fish Commission, Arkansas Department of Parks and Tourism, and Cranford Johnson Robinson Woods/Blackwood Martin (an advertising firm) to more effectively and widely market the fishing opportunities of Arkansas. The centerpiece of the Fish Arkansas Campaign is a 76-page four-color, magazine-style, fishing guide that will be distributed free from government and commercial facilities. The guide will contain information on fishing and family vacations in Arkansas. It will be advertised in local, regional, and national media. The campaign is scheduled to run for 3 years and will cost $230,000. After the 3 years, its success will be evaluated.

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