From December 2 to 30, ASMI China cooperated with the Intercontinental Hotel in Beijing to launch a one- month long Alaskan Seafood Festival menu promotion. The Intercontinental Hotel is a world renowned hotel group with locations all around the world and has a great reputation among travelers and locals alike. Alaska sockeye salmon, halibut, black cod, king crab, snow crab and Dungeness crab were featured during the promotional activity. The promotion took place over the Christmas period and proved to be a huge success. The promotion featured a buffet that both hotel guests and locals could enjoy. Special flyers were designed for the festival. In addition, the promotion featured special large posters, standing banners, buntings and menu cards. The event was also advertised in the local media and the Intercontinental hosted a press event that saw about 20 members of the local media, including websites, 13 free press coverage were generated as a result. The venue was, therefore, a prime ASMI event in terms of promotional strength, with various strategically placed POS materials designed to draw in consumers.
The staff from the hotel commented that Alaska seafood was very popular during the event. The hotel and the executive chef are now convinced of the high quality characteristics of Alaska seafood and are considering the use of Alaska seafood on a long term basis.