May 9, 2021

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Travel Finishes First

Advertising team associates with Kennebunkport hotel to endorse Maine lobster

4 min read

A new partnership in between the lobster industry’s marketing and advertising team and a Kennebunkport hotel aims to boost the crustacean’s well-liked attractiveness as nicely as the industry’s sustainable procedures.

The Maine Lobster Promoting Collaborative and the Boathouse Waterfront Hotel have opened the “Maine Lobster Suite,” which functions a visitor room with lobster-themed décor and furnishings these as lobster trap rocking chairs and Grundens fishing bibs. Visitors also receive a resort bundle that features lobster-themed menus and a lobster cruise, and various promotional perks.

The advertising normally takes put from May 26 to Oct. 3, to coincide with the fishery’s peak period, which operates from about June to Oct in Maine, Marianne LaCroix, the collaborative’s executive director, said in a information release.

The hotel is portion of team of community lodgings identified as the Kennebunkport Vacation resort Collection.

“Creating a partnership with the Maine Lobster Advertising and marketing Collaborative has been the best chance to rejoice a cornerstone of Maine’s heritage when also bringing interest to the critical position sustainability plays in our state’s lobster legacy,” said the collection’s handling director, Justin Grimes.

LaCroix advised Mainebiz by email that the plan to make a lobster-themed lodge suite came about before the pandemic, originally as section of the collaborative’s 2020 planning approach.

Life style publications

The notion, she mentioned, was to create good stories about Maine lobster in buyer way of living publications. 

“We tabled the idea when the pandemic hit, but knew that more people today would be seeking for definitely distinctive travel activities this yr,” she reported. “Kennebunk Vacation resort Selection was the best companion mainly because they wanted to make a lobster get-away at a single of their properties.”

The task is a minimal-price way to get media interest, she extra. The collaborative contributed information and abilities, gift certificates, and home furniture and decorations from its have stockpile. 

“Our goal is to educate individuals about the Maine lobster fishery and to encourage them to try to eat much more lobster,” she reported. “Two times after announcing the suite, we have currently garnered more than 680 million media impressions in leading-tier consumer lifestyle publications, which includes Foodstuff & Wine and Vacation & Leisure. The content articles highlight significant messages about Maine lobster, such as its sweet taste and sustainability.”

Media impressions are the number of individuals who have the option to see an write-up.

“If you feel about it from a regular print journal standpoint, you would seem at the selection of publications sold to ascertain how quite a few men and women may have viewed an post,” LaCroix stated. “You would know the quantity bought, but just can’t ensure that everyone that purchased the magazine in fact go through your report. It’s similar for on line impressions.”

The lobster suite marketing, for illustration, initially garnered online articles in Meals & Wine and Journey & Leisure. 

Equally of individuals articles have been picked up in a number of Yahoo! sites, such as its information and leisure websites, amid other people, she said. The web-sites “seriously drove the variety of impressions in this scenario because they have this sort of broad views. We can establish the sights for each of these web sites, and know the variety of people that experienced the option to read through these article content.”

There is also added protection since some of the sites shared the article via their social media platforms. 

On the other hand, since gross sales are managed by individual private corporations within the industry, it’s not possible to tie sales figures to unique media tales, she additional.

Expanded reach

Working with other corporations aids the collaborative increase its attain and price range, LaCroix defined.

“Often this involves jogging academic programs for goal groups that come to Maine, like the International Corporate Cooks Association and ChefsFeed,” she mentioned. 

Worldwide Corporate Chefs Association is involves food stuff service professionals from the nation’s greatest organizations and ChefsFeed is a media organization centered on foods and consume, in accordance to their web-sites.

The collaborative also regularly is effective with Meals Export-Northeast to create worldwide advertising components endorsing lobster. Foodstuff Export-Northeast  is a nonprofit designed in 1973 as a cooperative hard work in between 10 Northeastern state agricultural promotion businesses and the U.S. Section of Agriculture’s Foreign Agricultural Support, according to its internet site.

“This winter we linked them with a Maine lobsterman to create a video about lobstering that has turned out to be their most popular video clip,” LaCroix said.

Product innovation

One of the collaborative’s massive initiatives this 12 months is merchandise innovation, she explained. 

Courtesy / Maine Lobster Advertising and marketing Collaborative

Marianne LaCroix

“We’re partnering with a products improvement workforce to develop new packaged product concepts featuring the underutilized lobster mince, the taste-packed bits of meat that arrive out of the human body and tail fins during processing,” she reported.

“We utilized consumer investigate to uncover options for raising lobster usage among people and to inspire these concepts.”

The collaborative strategies to share the analysis and the new item principles with the marketplace through a webinar in June.

In addition, the collaborative is working with influencers to produce and boost more than 20 new Maine lobster recipes with pictures and movie “that we will use to inspire shoppers to prepare dinner with lobster all over the year,” she stated. 

In February, the collaborative reported superior final results just after a rapid internet marketing pivot to emphasis on home cooks and grocery retail outlet product sales in 2020, with a surge in media impressions and internet site targeted traffic in contrast with 2019.

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