CastAway Rods unveils major relaunch
CastAway Rods has announced a major relaunch as part of its strategy to accelerate sales and re-establish itself as one of America’s premier rod brands.
The Texas company appointed a new President, Michael McDevitt, (pictured) in January and has just released a 2014 product line-up based on a new blank it believes will take the market by storm.
CastAway, which was acquired by Fish-N-Hunt Outdoor (FNH) two years ago, has also invested in social media to create nationwide awareness of its new products.
“Up to now we have been focused on integrating CastAway into our existing business, putting the correct processes in place and leveraging synergies and economies of scale,” said FNH General Manager, Adam Murray.
“Last year we began looking at new product and now we are ready to move forward. This is the first new blank from CastAway for a number of years and when we rolled it out for the first time at the Houston show recently it took the place by storm. It was the big hit of the show.
“CastAway has always been at the forefront of technology and we want to make sure it stays that way. A lot of work has gone into preserving the CastAway brand values. The new rods are lightweight, fast and strong and come with the latest components, such as new Batson guides and reel seat. Everything is state of the art.”
Another new blank is already in the pipeline and will be launched at ICAST in July as the company seeks to spread the word beyond the South West, where the brand already has a loyal following.
Key to that plan is an agreement, announced by McDevitt, with social media specialist Fishhound.com. The collaboration will create awareness of CastAway rods among five million annual visitors and 600,000 Fishhound Facebook fans.
“This is exactly what CastAway needs to reach our target market of serious and recreational anglers,” said McDevitt, previously VP of Sales and Marketing at the company. “Our custom-quality rods are designed to impress the most demanding freshwater and saltwater anglers.”
Murray added: “We are focused on marketing rods that consumers really need to help them with their fishing and which dealers can make money on. The emphasis is on controlled growth rather than throwing a bunch of stuff out there that is not really relevant.”