2. What does the QSMA do?
1. A body comprised of seafood industry experts and marketers that develop
strategies to build seafood brands, address industry issues and create demand
for Queensland seafood.
2. Experienced in dealing with multiple stakeholder situations - producers, wild
catch/aquaculture, retailers and wholesalers. True cross media capabilities in
seafood image management - mainstream media, digital, PR, social media,
retail and brand.
3. Proven success with rebranding/repositioning, local, state and national seafood
marketing campaigns.
4. Deep connections with the fishing industry - trust and respect.
3. We’re about to put
the Endeavour on the map.
Something very exciting is happening in the It will be an informative, interesting and
prawn industry and it’s all set to begin in Cairns. important night for the industry. So come and see
Endeavour Prawns.
what’s being done to put the Endeavour Prawn
Join us as we unveil a strategy to turn the
well and truly on the map.
humble Endeavour prawn into a modern brand -
known, recognised and desired, first in Cairns and To RSVP via email, simply click on the link
then across Queensland. below, and we hope to see you there.
Struggling against cheaper imported It’s an idea led by the Queensland
Seafood Marketers Association to help lift the
Endeavour prawn’s popularity and sales, thereby
PLACE: Pacific International Hotel
Cnr Esplanade and Spence St
prawns, this project in the Cairns
Cairns
helping the entire industry.
TIME: 6.00pm Tuesday October 9th
We believe you are an important part of that RSVP: rsvp@pippr.com.au
marketplace turned a little known species process, and that’s why we would like to invite you
to the launch of the campaign.
PHONE: (07) 4055 2907
into a brand. Within three months the Join us on Tuesday Oct 9th at the Pacific
International Hotel in Cairns as we reveal the
most exciting thing to happen since the shrimp
catch in cold store was sold out and first said “hello” to the barbie.
demand doubled the price on the beach.
4. Being ugly
didn’t stop it
becoming a
prawn star. TV Commercial. Click here to watch.
Catch the
best tasting prawn
in Australia
right here.
Although unimpressive in the looks department, The Endeavour Prawn
has been voted best tasting wild caught prawn in Australian waters*.
If you agree with the judges and believe beauty is a matter of taste, buy
some Queensland Endeavour Prawns right here, or visit
endeavourprawns.com.au Voted the best tasting wild caught prawn in Australian waters
at the National Prawn Fisheries Conference, Feb 2007.
The Endeavour Prawn - Queensland’s own is Australia’s best.
*National Prawn Fisheries Conference Adelaide Feb 2007
5. SO
HEALTHY.
SO
TASTY.
JUST
A
LITTLE
BIT
UGLY.
It missed out in the looks department, but Queensland’s own
Endeavour Prawn has been voted the best tasting prawn in Australia.
If that wasn’t reason enough to try some, you’ll be amazed at just
how good Endeavours are for you.
With far fewer calories and less than ¼ the fat of lean beef, skinless
chicken, pork, or lamb, Endeavour Prawns can add variety to any low
fat diet. They also have over 4 times the “good” Omega 3 fatty acids
contained in beef, chicken, lamb or pork.
So keep your good looks with an ugly prawn and ask for Endeavour’s
wherever you buy seafood.
Visit
to to endeavourprawns.com.au to find stockists,
endeavourprawns.com.auGo find out more and for great hints on cooking, buying and storing Endeavour Prawns.
recipes and nutritional information.
Website attracted over 50,000 visits.
8. 2011 campaign in 4 Qld Markets. 11 retailers including
fishmongers and supermarkets, wild catch and aquaculture
Radio supported by social media.
CAIRNS
TOWNSVILLE
MACKAY
ROCKAMPTION
GLADSTONE
SUNSHINE COAST
BRISBANE
GOLD COAST
9. National Campaign for NPF Television.
15 second commercial shown 11
Industry Inc - Banana times throughout non-metro
6
Prawns. Australia. $15,680 spend
delivered $30,173 in value,
reaching 1,073,720 viewers.
Television, online and social Click here to view
media.
Facebook
base of
Built a facebook Fan
dience
over 14,000 likes. Au
ion
reach of over 1.8 mill
over
people. Posts viewed
ed 3509
500,000 times. Receiv
comments.
Click here to view
Taste.com.au
Banners on Au
stralia’s No.
Recipe websit 1
e - displayed
whenever praw
n recipes wer
searched for. e
Achieved clic
through rates k
double the
industry aver
age.
Website
10. Digital technology and integration
upcoming promotion for Grey Mackerel
It’s the fish the fish prefer. Grey Mackerel
The Coral Sea and Gulf of Carpenteria are
home to a delicious and plentiful source
of inspiration for your menu and
customers. This dish - Lemon dhukka
crusted Coral Sea Grey Mackerel and
steamed seasonal vegetables is easy to
A6
prepare at $6.50 per plate. We can offer
many more ideas for this versatile fish
Scan the QR code to the
that is in plentiful and consistent supply.
right to see a short video
Call 1800 GREYMACK for more
on how to incorporate this
information on pricing, availability and
versatile fish into your
other marketing or product support. menu
3D printed postcard sent to Qld Chefs
Busy chefs are not sitting in Welcome
front of computers. This About Grey
Mackerel
campaign integrates direct Video Recipe
order now
mail and smartphone tech.
