Fishing the Fitzroy
Nine years of daily social media management transforming Rockhampton into Australia's premier fishing destination. A Facebook page reaching 4 million+ people annually, driving unprecedented tourism growth and spawning new fishing charter businesses in the region.
The Background
In 2015, the Fitzroy River in Rockhampton became a netfree zone, a conservation decision that would transform the region. Without commercial netting, fish populations exploded and grew to monster sizes.
Trophy catches became common—giant 1-metre barramundi and massive threadfin salmon. Local anglers started catching fish of a lifetime, creating an influx of incredible photos perfect for social media. Rockhampton Regional Council saw an opportunity to promote the region as a premier fishing destination.
The Opportunity
- Amazing trophy catch photos flooding in from locals
- Netfree zone creating unprecedented fishing opportunities
- Need to promote Rockhampton as a fishing destination
- Potential to boost regional tourism and economy
The Strategy
In 2016, we launched Fishing the Fitzroy for Rockhampton Regional Council with a simple but powerful strategy: post nearly every single day.
Content Strategy
Daily Posting
Consistent daily content showcasing trophy catches
Authentic Content
Real catches from real anglers in the region
Community Engagement
Building a passionate fishing community online
Strategic Amplification
Targeted paid promotion to reach fishing enthusiasts
Consistency is Everything
We've posted nearly every single day since 2016—that's over 3,000 posts across 9 years. This relentless consistency built trust, authority, and an engaged community of fishing enthusiasts who check the page daily for inspiration and updates.
Trophy Catches
Giant barramundi and threadfin salmon that made Rockhampton famous
Trophy barramundi catch from the Fitzroy River
Council and community celebrating with giant barramundi sculpture
Monster threadfin salmon caught in the netfree zone
1-metre barramundi - the dream catch
Another trophy barramundi from the Fitzroy
Transforming a Region
Annual Reach
The page has reached over 4 million people in a single year, putting Rockhampton on the map as a world-class fishing destination.
Top Post Performance
A single post in 2025 reached 650,000 people with over 7,500 interactions—demonstrating the power of consistent engagement.
Economic Impact
Tourism Boom
Tourism to Rockhampton sky-rocketed with anglers visiting from across Australia and internationally to catch trophy fish in the netfree zone.
New Businesses
Several fishing charter businesses started in the region directly due to the influx of visiting anglers drawn by the page's content.
500k Monthly Reach
Consistently reaching up to 500,000 people per month with engaging fishing content, keeping Rockhampton top-of-mind for anglers.
9 Years of Daily Excellence
Since 2016, we've posted nearly every single day, building an engaged community of fishing enthusiasts and showcasing Rockhampton as a premier fishing destination. The page has reached over 4 million people in a single year and continues to drive tourism and business growth for the region.