Europêche is the European trade body representing 80,000 fishermen and 45,000 vessels from nine member states around the EU in an industry worth €7 billion a year.
As a maritime PR agency, we were asked to dispel some of the myths about the fishing industry and its methods and communicate a more positive, consumer-accessible face.
Definition embarked on an integrated communications campaign to counter negative and out-dated messages being peddled by NGOs and environmental campaigners. Highlights included the launch of iFish, an interactive information portal for consumers, at the Global Seafood Expo in Brussels and a first-of-its-kind, pan-European survey exploring attitudes towards the fishing industry.
More than 200 pieces of international coverage
iFish received widespread praise from across Europe
The campaign won the Issues and Reputation Management category at the European Excellence Awards 2015