Client: |
| Alaska Seafood Marketing Institute (ASMI) |
| The Alaskan seafood industry has a yearly turnover of $6,5 B Tourism Marketing Concepts was assigned in 2013 to set up a long term PR & marketing plan for the ASMI brand. |
Mission: |
| To promote the sustainable seafood products of Alaska in the Dutch market: increase familiarity and conversion. With a mix of instruments and media we have set up communications with both consumer and trade. Recent initiatives include: |
Traditional PR: |
| • Print: Weekmenu items in family magazines Libelle & Margriet • Dedicated consumer newsletters to women’s magazines databases |
Social Media/blogs: |
| • Mailing recipe book to 90 food-press writers and bloggers • Food bloggers advertorial campaign • Instagram campaign partnership: |
|
> Partner: sustainable fish trading company Fish Tales. |
| • Promotion of campaign through all social media channels of the mediapartners (food blogs such as Francesca Kookt, Libelle, Margriet, Facebook posts, Pinterest & Twitter ) |
On-pack instore promotion-activation:Give away action to consumers: Win a ‘Fish-Cooking Bible’ in largest Dutch supermarket chain Albert Heijn |
Events:• Co-sponsoring of and representation at the annual Dutch ‘start of the herring season’ which takes place at the socialite and press event ‘Hilton Haringparty‘. This was in partnership with Quality Seafood wholesaler Jan van As. |
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| Client: |
| Alaska Seafood Marketing Institute |
| Yearly turnover of the Alaskan seafood industry is $6,5 B TMC was assigned in 2013 to set up a long term PR & marketing plan for the ASMI brand. |
| Mission: |
| To promote the sustainable seafood products of Alaska in the Dutch market:increase familiarity and conversion. With a mix of instruments and media we have set up communications with both consumer and trade. Recent initiatives include: |
| Traditional PR: |
| • Print: Weekmenu items in family magazines Libelle & Margriet • Dedicated consumer newsletters to women’s magazines databases |
| Social Media/blogs: |
| • Mailing recipe book to 90 Food-press writers and bloggers • Foodie bloggers advertorial campaign • Instagram campaign partnership: |
| Partner: sustainable fish trading company Fish Tales.Media: short Instagram movies with 20 second(!) fish cooking demonstrations.
69.000 followers. |
| • Promotion of campaign through all social media channels of the mediapartners (food blogs, Libelle, Margriet: FB posts, Pinterest & Twitter ) |
| On-pack instore promotion-activation: Give away action to consumers: Win a ‘Fish-Cooking Bible’ in largest Dutch supermarket chain Albert Heijn |
| Events: • Co-sponsoring -representation at the annual Dutch ‘Start of the herring season’ socialite and press event ‘Hilton Haringparty’. Partnership with Quality Seafood wholesaler Jan van AS. • Representation on the Brussels Seafood Fair |
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