Overview

With the expansion of outdoor demand, fishing has become a popular leisure activity for many people, and in response to the growing interest in fishing itself and its manners, we are conducting fishing etiquette awareness activities targeting beginner anglers. In order to make fishing more enjoyable by knowing the manners, we developed and distributed approximately 8,800 “Gyomi bags” under the catchphrase “Manners to start with,” and gained over 130 media exposures. In addition, we solicited fishing etiquette Senryu on the occasion of Fishing Day on October 10, which led to 6,375 applications from media exposure. Information dissemination involving PR exposure and industry stakeholders has widely contributed to raising awareness of fishing etiquette.

URL: https://www.loveblue.jp/free/manners.html

Activities

① Creating exposure to convey manners in an enjoyable way

In order to promote awareness of fishing etiquette among beginner anglers, we created PR content that conveys fishing etiquette in an enjoyable way. In 2023, we produced and distributed Gyomi bags instead of garbage bags, and held the first fishing etiquette Senryu.

② Dissemination involving media industry stakeholders

We devised a mechanism to disseminate information about the distribution of Gyomi bags and the holding solicitation of fishing etiquette Senryu. For Gyomi bags, we created character content that is easy for the media to cover, and for fishing etiquette Senryu, we aimed to disseminate information on the media involving celebrities. In addition, with the cooperation of industry stakeholders who have many contacts with anglers, we promoted Gyomi bags and fishing etiquette Senryu.

③ Media exposure as a reason for application

Gyomi bags were featured in 130 media outlets and reached approximately 8,800 people. In addition, fishing etiquette Senryu was featured in 200 media outlets, including approximately 4 terrestrial programs, and received 6,375 applications. As a result of setting up an item related to “Motivation for application” on the application site, media exposure such as TV and WEB was particularly cited as a reason. In addition, SNS dissemination content from industry manufacturers and public offering sites were the next most common results.

These PR activities have triggered the widespread dissemination of fishing etiquette to anglers, including beginner anglers.