Norwegian Seafood Council
Building B2B visibility for Norwegian seafood through trade media partnerships, industry content, and exhibition communications.
Agency - FleishmanHillard China
Year - 2020
Focus - B2B communications, trade media, exhibition activation, industry content
Context
At FleishmanHillard China, I worked on Norwegian Seafood Council’s communications in China, a B2B-oriented account focused on building visibility and trust within the seafood trade ecosystem.The work targeted industry stakeholders including trade media, seafood buyers, distributors, partners, and professionals who influence market perception and business relationships.
Challenge
Unlike consumer lifestyle campaigns, this project needed to communicate credibility rather than just create attention. The challenge was to make Norwegian seafood more visible and relevant in China’s seafood industry by combining trade media relationships, industry-facing content, and offline exhibition presence.
Insight
In B2B communications, influence is built through repeated trust signals. For Norwegian Seafood Council, that meant showing up consistently across the touchpoints that matter to the industry: professional media, expert interviews, digital press engagement, seafood safety and quality content, and major trade events such as Shanghai Fisheries.
Strategy
We focused on strengthening Norwegian Seafood Council’s role as a trusted industry voice in China. The communication strategy connected three areas: deeper trade media collaboration, more structured B2B content, and exhibition communications that turned the brand’s industry expertise into a visible offline presence.
My Role
I worked across trade media outreach, B2B content planning, digital press trip coordination, exhibition communication, and recap materials. My role was to help translate Norwegian Seafood Council’s industry expertise into media-ready and market-facing stories for China’s seafood trade ecosystem.