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Appendix C: Advertising and marketing

During 2018–19, the Authority undertook numerous advertising campaigns. Details of costs are summarised in Table 37.

Recreational fishing project — zoning education: The Authority conducted separate campaigns to raise awareness about illegal recreational fishing in no-take green zones and encourage reporting illegal activity via our hotline and website. Running from the previous financial year, the first campaign occurred in the Seaforth region in November 2018, the second campaign in the Whitsunday region over Easter, and the last campaign on the Capricorn Coast to coincide with the June/July school holidays.

Advertising ran across local radio stations and newspapers, Fish and Boat Magazine, Core Life Magazine, Afloat Magazine, weather websites Seabreeze and the Bureau of Meteorology, social media, two billboards and an outside broadcast event.

Additionally, a zoning awareness advertisement was placed in the 2018–19 edition of the Queensland Recreational Boating and Fishing Guide.

Reef HQ Aquarium marketing: A range of advertising promoted the Reef HQ Aquarium, the national education centre for the Great Barrier Reef. This included mainstream and social media promotions, email newsletters and exposure in tourism guides/magazines.

Media advertising organisations used in 2018–19

Advertising campaign and media organisations

Amount 2018–19

Amount 2017–18

Zoning education, Dentsu Mitchell



Zoning education, Universal McCann



Local Marine Advisory Committee membership, Dentsu Mitchell



Whitsunday Plan of Management, Dentsu Mitchell



Communications and Regional Engagement, Facebook



Reef HQ Aquarium marketing, Dentsu Mitchell



Reef HQ Aquarium marketing, Universal McCann



Reef HQ Aquarium marketing, Townsville Enterprise



Reef HQ Aquarium marketing, Southern Cross Austereo



Reef HQ Aquarium Turtle Hospital marketing, Townsville and Magnetic Island Guide



Reef HQ Aquarium Turtle Hospital marketing, Southern Cross Austereo – Blue Planet 2 Campaign



Reef HQ Aquarium marketing, Sensis



Reef HQ Aquarium marketing, Facebook



Reef HQ Aquarium marketing, Tripping Magazine



Reef HQ Aquarium marketing, Duo Magazine



Reef HQ Aquarium marketing, Welcome Defence Magazine