The second round of the Alaska seafood press coverage campaign, featuring a multitude of press coverage was implemented during the third and fourth quarter of the year and covered Shanghai, Beijing, Guangzhou and important secondary tier cities. Press coverage was created in the top lifestyle and foodservice paper media (newspaper and magazines) during this period. The central topic for this particular campaign is sustainability, with regards to Alaska fisheries management and Alaska seafood product characteristics. Consumer awareness, targeted at traders, consumers as well as processors, has been raised to another level through this effective method of educating readers. This activity has allowed ASMI to cooperate with a huge range of significant local media, mainstream lifestyle or foodservice magazines and newspapers. This activity can simultaneously enhance knowledge of Alaska seafood in the covered markets while also generating more opportunities for new ASMI partnerships in the future.
As a result of the activity, AMSI reached 750 million; a total of 55 press mentions were generated with value over US$70,000.