Pyramid Awards | Client Promotions | Must Read Not-For-Profit Programs Gold Winner Red Tomato The Pirtek Fishing Challenge is the largest annual catch-and-release fishing tournament in the southern hemisphere. Its goal is to raise funds for medical research, particularly the Prostate Cancer Foundation of Australia and the Peter Duncan Neurosciences Research Unit. The event encourages families across Australia to enjoy a day of fishing filled with interactive elements while supporting a worthy cause. Over the years, Australia-based distributor Red Tomato has partnered with Pirtek to help enhance the experience and raise funds for charity. Each year, registered contestants receive a set of items including a limited-edition brag mat used to measure the catch, a cap and a sticker for their boats or cars. Additional merchandise like fishing shirts, spray jackets, broad hats and coolers are available for purchase. Thanks to Red Tomato’s efforts, last year’s tournament attracted 9,931 men and women, and 40% were new participants. The website played a crucial role in promoting the event, serving as a hub for registration, event updates, merchandise purchases and photo uploads from the competition. It garnered 924,305 page views from 70,405 unique users, with an average session duration of 2.18 minutes. Most importantly, the event raised more than $300,000 for the charities. Filipski is a freelance writer. PPAI • MARCH 2025 • 61
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