Market study to assist target seafood marketing campaign to restore consumer confidence after Hunter River fishing closure due to contamination

Funded Activity Summary

A promotional campaign strategy is now being discussed and implemented (shortly) to establish consumer confidence in seafood sourced from the Hunter River and greater Newcastle regions. Marketing research is needed to ensure that this campaign is effective in addressing consumer concerns and restoring consumer confidence.

This research will then define the target audience, the key messages that must be addressed, and any additional details that will ensure an effective promotional campaign

Objectives:
1. To identify through market research the understanding of the Hunter River Seafood Contamination by local residents, and regional, state-wide and national seafood consumers;
2. To identify what is their confidence in NSW Government risk assessment and decision to re-open fishing in the region;
3. To identify questions they have regarding safety in eating seafood sourced from the Hunter River and greater Newcastle region;
4. To provide information to assist in a target seafood promotion campaign of Hunter River and Newcastle region seafood to restore confidence and repair brand damage due to the Williamtown Seafood contamination.

Funded Activity Details

Start Date: 30-09-2016

End Date: 30-12-2016

Funding Scheme: Funding Scheme not available

Funding Amount: $16,500.00

Funder: Fisheries Research and Development Corporation

Research Topics

ANZSRC Field of Research (FoR)

There are no FoR codes available for this funding activity

ANZSRC Socio-Economic Objective (SEO)

There are no SEO codes available for this funding activity

Other Keywords

Consumer | Contamination | Health And Safety | Marketing | Promotion | RAC NSW

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