McLEAN, Va. – For the first time, The National Fisheries Institute’s Salmon Council has been named a finalist in the national Platinum PR Awards competition.
The awards, presented annually by the trade publication PR News, recognize outstanding achievements in communications and honor programs executed during the previous year. PR News serves the communications, public relations and marketing community within corporations, agencies, nonprofits, and governmental organizations.
The NFI Salmon Council’s new Pinterest campaign is up against five other finalists in the Best Use of Social Media category, including Firestone, Aflac and IBM.
Launched in 2018, the campaign was aimed at dramatically elevating the Salmon Council’s existing presence on Pinterest, the world’s No. 1 recipe search engine. The council’s tactics focused on search optimization, group board access, shared content, and promoted pins. By the end of 2018, its Pinterest page had gained nearly a million new followers. Additionally, the page by year-end had generated more than 2.3 million impressions.
“Almost overnight, we went from being just another organization on Pinterest to serving as a powerful Pinfluencer that consumers are turning to for everything they want to know about salmon,” said Brandon F. Phillips, the senior director of communications and advocacy for NFI.
“Being named a finalist for a Platinum PR Award shows what a difference this social campaign has made,” he said. “The page has given us a powerful voice as the leading advocate for salmon consumption, while broadening awareness about salmon as a delicious, healthy protein.”
Thanks to its naturally rich flavor, buttery texture and incredible versatility, salmon remains America’s favorite fish. With overall U.S. salmon consumption trending upward the last few years, the NFI Salmon Council – now in its seventh year– continues to lead the way in salmon marketing.
The Pinterest page is the product of a partnership between The NFI Salmon Council and the Charlotte, North Carolina, office of Butin Integrated Communications, the Southeastern agency headquartered on St. Simons Island, Georgia.
The 2019 Platinum PR Awards will be presented Sept. 17 in New York.
About The NFI Salmon Council
The NFI Salmon Council was formed in January 2013 by the National Fisheries Institute. The council’s mission is to promote salmon as a high-quality, healthy and delicious fish, packed with protein and dozens of nutrients that support heart and brain health. Members of the NFI Salmon Council source wild-caught and farm-raised salmon both domestically and from around the world.