Leveraging its legacy in science-based innovation, the Berkley Labs Science Symposium targeted a niche yet influential audience: top-tier media across endemic and non-endemic outlets. This interactive event, held at the NASA Space Center Houston, was designed to showcase the science behind Berkley and introduce its new Forward Facing Sonar (FFS) baits—reinforcing the brand's leadership in bait technology and driving interest among key segments deeply invested in competitive and advanced fishing.
Launch Berkley’s scientifically-driven Forward Facing Sonar optimized baits during an unexpected time of year for the fishing industry, while ensuring the brand’s rich history in science, technology and bait development remain front and center.
Create a unique, unexpected and memorable experience that further solidifies Berkley as the leader in bait science and innovation. The Gunpowder team meticulously curated a one-of-a-kind event at NASA’s Space Center Houston for nearly 100 endemic fishing and non-endemic media—elevating the science behind Berkley products while positioning Berkley to own scent, taste and sight within the bait category. From securing a memorable venue to bringing in sensory-rich catering options, and orchestrating engaging presentations and video content, Gunpowder developed and executed a seamless event from start to finish. The event was educational and informative and included a robust lineup of speakers, including bait developers, fish biologists and chemists. The Berkley team presented storylines developed by Gunpowder and included outside experts to speak to marine technology and AI in fishing
The Berkley Labs Science Symposium took place in January 2024, and the positive feedback, results and media coverage are pouring in. Many of the top-tier fishing outlets are buzzing about the new baits and fishing technology, with promises of coverage secured throughout the calendar year.
Kimberly Hoffman
Director of Marketing Communications at Pure Fishing
