Summer was hot time for Maine lobster marketing initiative

The Maine Lobster Marketing Collaborative has released the metrics of its summer season campaign, revealing the results of its efforts to familiarize the American public with lobster from Maine.

Zagat, Food & Wine, MSNBC’s Morning Joe, The Weather Channel and several other media outlets covered the Maine lobster industry or its products in articles and television segments between 1 July and 30 September, 2016, according to the MLMC’s third-quarter report. The MLMC serves as the marketing board for the Maine lobster and aims grow demand for live lobster and a variety of value-added products, is funded by Maine lobster dealers, processors and harvesters and is overseen by an 11-member board.

The collaborative spearheaded an online celebration of National Lobster Day on 25 September, garnering more than 739 million impressions and 952 media placements. Mentions of the term “Maine lobster” increased by 114 percent over the previous quarter, visits to its website were up by 106 percent, and page views increase by 76 percent in the third quarter.

The group also hosted “Maine After Midnight” events in Atlanta, Washington D.C. and New York City. The events exposed more than 300 guests to Maine lobster products and dishes, including acclaimed chefs, culinary tastemakers and journalists, according to the organization.


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