The City of Newcastle
The Brand Pool worked with DPI NSW Fisheries on the “Fish for Life” campaign, aiming to promote recreational fishing as an inclusive, responsible, and sustainable activity. To attract new audiences and shift perceptions, the campaign targeted women and families already engaged in outdoor activities.
The strategic approach focused on appealing to these audiences through the concepts of “Live for adventure” and “Live for fishing.” The hero content for anglers encouraged pride in the sport and highlighted their role in building a healthy fishing future. For newcomers, the content showcased the excitement and wonder of being in nature.
The campaign utilised modern and energetic creative elements, including natural photography and video, to capture the spirit of fishing and the diverse community of fishing enthusiasts.
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