The Opale Coast and Three Estuaries FLAGs, which cover the region, surveyed the stakeholders in the areas seafood sector at the beginning of the COVID-19 lockdown, with the objective of collecting their ideas for strengthening local production and its sustainability when economic activity resumes.

Stakeholders identified promotion and communication as being important in the survey. As such, the FLAGs have now developed a promotion campaign with the help of a communications consultancy. The campaign consisted of two fun and playful and educational advertisements over a double-page spread in local and regional newspapers focused on both fishing and aquaculture products.

The campaign, which ran for a total of five weeks, was based on promoting local seafood, as well as training opportunities, meaning it was also able to promote the generational renewal of the sector. Twice a week, readers were able to discover local recipes cooking techniques, enjoy a seafood quiz, and acquire ‘tips’ related to the specific fishing activity featured that week. Each of the weekly campaign instalments were translated into English for wider distribution.

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Department of Agriculture, Environment and Rural Affairs
European Structural and Investment Funds
Ards and North Down Borough Council
Newry, Mourne and Down District Council