A new lionfish campaign is being launched in Cyprus to address the rapid spread of the invasive species pterois miles in local waters by promoting its consumption as a sustainable seafood choice.
The Development Company of Larnaca and Famagusta Districts is moving forward with a targeted awareness and promotion campaign aimed at highlighting the gastronomic value of lionfish, increasing its consumption and informing the public about the environmental and socio-economic benefits of managing the species.
€80,000 project funded by EU and Cyprus
The project focuses on designing, developing, implementing and promoting a comprehensive information campaign on lionfish in Cyprus.
The total budget amounts to €80,000, excluding VAT, with funding provided through the “Sea, Fisheries and Aquaculture Programme 2021-2027”, co-financed by the European Union and the Republic of Cyprus.
The campaign will include the creation of a communication identity and promotional material, social media management, digital advertising, printed information material and promotional activities through outdoor advertising, billboards, radio advertisements, buses and digital banners.
Promoting lionfish as a culinary choice
The aim of the initiative is to change public perception of lionfish from an “alien species” into a valuable culinary option, while supporting local fisheries and the seafood market.
Although lionfish pose a serious threat to marine ecosystems, their meat is considered highly nutritious, tasty and safe for consumption once the venomous spines are removed during cleaning.
The species has no natural predators in Cyprus’ waters and consumes large quantities of juvenile native fish, affecting marine biodiversity and causing economic losses for professional fishermen.
Authorities consider systematic fishing and encouraging consumers and restaurants to include lionfish on their menus as one of the most effective ways to control its population.
Chefs, digital platforms and outdoor advertising included
The successful bidder will be required to develop a wide communication plan, including at least four appearances on popular programmes featuring four recognised chefs.
At least one programme will involve an outdoor shoot on a fishing boat or at a fishing shelter alongside a professional fisherman.
The campaign will also include the production of short original videos for digital platforms, as well as advertising campaigns on Meta (Facebook and Instagram), Google Search and Display, YouTube and TikTok.
The actions will focus on measurable results, including recipe views, visits to a dedicated landing page and video views.
Six-month promotional campaign across Cyprus
The project includes the installation of four large outdoor billboards for six consecutive months, as well as at least 20 digital and city light panels in four cities and tourist areas, including shopping centres, airports and marinas.
The outdoor advertising campaign will be carried out exclusively in English to attract tourists, while social media and other promotional activities will be available in both Greek and English.
The campaign will also include full advertising coverage on three buses for six months, at least 400 radio spots and the printing of 4,800 recipe leaflets.
The €80,000 budget covers all implementation costs, including printing, chef fees, production costs, filming, advertising space rentals, and the purchase of advertising time on radio and social media platforms.
Also read: Warming Mediterranean waters fuel rise of invasive species
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