Peak Communicators
December 7, 2012

Once in a Lifetime Catch: Great River Fishing Adventures


In July 2012, Peak was approached by Great River Fishing Adventures to promote a 12-foot long, 1000-pound sturgeon caught by one of their customers on the Fraser River. They hoped for some media coverage.

Within a week, Peak packaged a media kit which involved a news release, a fact sheet and a video of the giant fish being caught and then released. We organized a meeting with all TV stations under the Mission Bridge where reporters could interview the British couple who caught the sturgeon, shoot video of the Great River Fishing Adventures charter boat on the water and speak with the company’s president and guide.

The “once in a lifetime catch” got wide international coverage in print, online, on radio, including visual stories on the newscasts for Global-TV, CBC and CTV. Great River Fishing Adventures had never experienced anything like this. After seeing the footage their phones were ringing off the hooks. Their boats were booked up for months.

In mid-September 2012, less than two months later, it happened again. Another 1000-pound sturgeon, this one 11 feet eight inches long, caught by a team of 30 from a Kamloops accounting firm.

Peak saw no problem with getting all the media to do the story again. We played on the uniqueness of this event: “It was supposed to happen once in a generation…but just two months later it happened again!”.

We reprised the file footage from the July catch, we added new images and Peak reeled in another 50 media hits, including stories on the newscasts for Global-TV, CBC and CTV. Both CTV National News and Global National News picked up the story for their million-plus viewers.

Great River Fishing Adventures said they were hoping to develop more corporate “team-building” clientele. Like magic – it happened after this story ran throughout Canada.

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October 6, 2011

News Release: New Poll Reveals a Shift in Riot Blame

Vancouver B.C. – October 5, 2011 – Three months after Vancouver’s hockey riot, a new poll finds respondents are placing an increasing amount of blame on the City of Vancouver and the Vancouver Police Department. The City of Vancouver’s responsibility rating increased by 16 per cent; rising from 4.9 in June to 5.7 in September. The level of blame directed at the Vancouver Police Department also increased by 16 per cent.

NRG Research Group and Peak Communicators completed 400 random telephone surveys in the City of Vancouver between September 22nd and 25th concerning the public’s beliefs on last June’s hockey riot. The same questions were repeated from a similar survey conducted a week after the riot.

Respondents rated different organizations or groups on their level of responsibility for the riot. The top five responses all related to the crowd that gathered to view the game with respondents rating responsibility for the riot from 0 to 10, with 0 “Not at all Responsible” and 10 “Totally Responsible”.

“Respondents to the phone survey were not given an opportunity to express the reason for their ratings, but we would assume these changing numbers reflect the findings of the Vancouver riot report and the ongoing news coverage that has taken place on the riots over the summer months,” says Tim Chan, Associate Vice President, NRG Research Group.

Committed agitators intending to make trouble after the hockey game were again cited as the most highly responsible for the riot (8.6 out of 10). Crowd alcohol consumption was the second highest factor (7.8 out of 10). Seven out of 10 was the responsibility rating for young people from other parts of the Lower Mainland.

The most sizable change downward in the findings saw a responsibility rating of 5.8 of 10 for curious onlookers who did not leave when trouble started. This was 5 per cent lower or 0.3 less than the findings three months ago.

In the June survey, 78 per cent of respondents believed the effect of the riot would damage Vancouver’s reputation in the rest of Canada and the world. Now, 90 days later only 68 per cent of respondents feel that way, a significant drop from June.

Results of this survey are representative of the population, plus or minus 5 per cent, 19 times out of 20.

NRG Research Group is a leading Canadian public affairs and market research company, with offices in Vancouver, Calgary, Ottawa and Winnipeg.

Peak Communicators is the largest independent full-service PR agency in Western Canada with a specialty in media relations, communication strategy, media training and digital media.

For more information contact:

Tim Chan/Brian Owen
NRG Research Group
Ph: 604 676-5652

Ross Sullivan/Michael Lowry
Peak Communicators
Ph: 604 689-5559

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