Glamping helped lift salmon sales, says Seafood Council
The Norwegian Seafood Council is reporting that an unusual PR strategy has brought major success from its recent campaigns in two key Asian countries.
The main goal for South Korea was to get people to eat salmon more often, on more different occasions and in more varieties than classic sushi.
It was also an important aim in Thailand, in addition to raising awareness that the salmon is Norwegian, and not from Japan.
Last autumn, the Seafood Council ran major campaigns on Norwegian salmon in the two Asian countries.
Mia Sætre Bernhardsen, project manager in South Korea, and Asbjørn Warvik Rørtveit, its seafood envoy in Southeast Asia, said the use of slightly non-traditional PR tactics such as “salmon glamping” and collaboration with A-list celebrity model Yaya contributed strongly to the good effect of the campaigns, the measurements show.
They added: “The campaign effects have been measured by the analysis agency Ipsos, and consist of a combination of direct campaign analyses and tracker/tracking reports that have looked at changes throughout the year.
“Among other things, Ipsos has analysed the extent to which the most important campaign objectives have been achieved.”
The campaign effects have been measured by the analysis agency Ipsos, and consist of a combination of direct campaign analyses and tracker/tracking reports that have looked at changes throughout the year.
The Council said camping and glamping trips are popular in South Korea, and can take place all year round.
That’s why the Seafood Council set up a massive tent in the heart of the capital, Seoul. Here, the Seafood Council said, visitors were able to enter, experience a small piece of Norway with beautiful nature, fjords and mountains. They could learn about salmon and enjoy the fish cooked on a grill and gas flames as if in the open air. The cooking ring was hosted by well-known chef-influencers.
“It gave a surprising wow effect,” said Mia Sætre Bernhardsen.