The challenge was to minimize the marketing communications cost so that more of the net proceeds would be available to the event charity the Cornwall Regional Hospital’s We Care Foundation.

For the second staging the campaign that launched the highly successful inauguration of the festival in 2013 was refreshed and an aggressive partnership strategy with media sponsors was put in place to leverage the event’s experiential and content for maximum media impressions.

2014 did not surpass the prior year due mainly to inclement weather earlier on the day of staging the event. Nonetheless the event solidified itself as a signature family event on Ash Wednesday and the start of the Lenten activities, the peak season for fish and seafood consumption.