- THE MAGAZINE
- FOOD MASTER
The Alabama Seafood Marketing Commission (ASMC), Mobile, Ala., launched a regional advertising campaign to promote seafood sold by Alabama businesses and sourced from Gulf and local waters.
The campaign aims to drive demand for Alabama Gulf seafood, particularly among consumers in the state and restaurateurs across the region, by showcasing the coastal culture and educating people about the types of Alabama Gulf seafood available.
"Alabama seafood is second to none. Whether it's fish, shrimp, crab or oysters, if you want good, fresh seafood, we have it here in Alabama,” says Alabama Governor Robert Bentley, who established the ASMC in March 2011. "Alabama's seafood industry is vital to our coastal economy. Choosing seafood from the Alabama coast means you're choosing to support Alabama fishermen, tourism and other important industries in our state. The state's seafood industry helps drive our coastal economy with an annual sales impact of approximately $390 million, and we encourage people to choose Alabama seafood."
Traditional advertising such as TV, print, outdoor and online will direct viewers to www.EatAlabamaSeafood.com, where they will learn how to find, catch and eat Alabama Gulf seafood. The website includes databases of restaurants, retailers, distributors and charter boat services. Other features of the site include a seafood field guide, chef profiles, recipes, event information and more.
"Our commission members represent all aspects of the Alabama seafood community, and the website harnesses all their knowledge and much more in one place," says Chris Blankenship, director of marine resources and program administrator for ASMC. "The campaign and website go a long way to share the coastal experience and to help consumers and retailers more easily access fresh, local seafood."
In addition to traditional advertising, the commission's three-year, grant-funded $5 million campaign includes partnerships with several national and local events beginning with the Hangout Music Festival in Gulf Shores, May 18-20. Alabama Gulf Seafood will sponsor a tent featuring fresh Alabama shrimp, fish and oysters at the Hangout Music Festival, highlighting the fact that Alabama is historically the No. 1 processor of oysters in the United States.
Other event sponsorships will bring Alabama Gulf seafood to food-centric cities across the country such as the Big Apple Barbecue Block Party in New York City in June. The latter is part of a larger partnership with Birmingham, Ala.-based national consumer magazine Southern Living, which is the presenting sponsor of the event.
"We want people to experience firsthand the incredible taste of Alabama's seafood product. When they think about buying or eating seafood, we want them to remember that flavor and come back for more," says Blankenship.