Inspiring Anglers to Discover Unforgettable Fishing Adventures Across NSW

NSW DPI Fisheries

The Challenge

The NSW DPI Fisheries Charter Fishing Working Group needed to raise awareness of the benefits of charter fishing and drive bookings for licensed operators. The campaign had to represent the diverse experiences charter fishing offers—connecting with families, groups of friends, and seasoned anglers—while overcoming logistical challenges like adverse weather in 2024.

Charter fishing offers a unique way for anglers to access expert guidance, explore NSW’s beautiful waters, and create lifelong memories. From estuary fishing with the family to tackling offshore game fish, charter fishing caters to all skill levels and interests.

Our Approach

The campaign centred on showcasing the versatility of charter fishing with content tailored to three key audience groups:

Estuary Charters: Perfect for families and small groups, offering beginner-friendly fishing in tranquil settings.
Nearshore Charters: Ideal for groups of friends and novices, focusing on accessible and fun fishing adventures.
Offshore Charters: Designed for experienced anglers chasing the ultimate challenge of pelagic fish like marlin and tuna.

We created:

4 Videos: A hero video and three targeted videos highlighting estuary, nearshore, and offshore experiences.
20 High-Quality Photos: Capturing moments of joy, camaraderie, and adventure across all types of charters.
Social Media Carousel Posts: Five visually engaging cards to drive traffic to the campaign website.

Outcome

The campaign successfully highlighted the unique benefits of charter fishing, laying the groundwork for increased bookings and awareness of NSW’s licensed charter operators.

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Work

Approach

About

Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia

Wadawurrung Country

Surf Coast Shire
Victoria
Australia

We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.

Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia

Wadawurrung Country

Surf Coast Shire
Victoria
Australia

We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.