For the Deliciously Diverse Recipes campaign, NAMIC members submit recipes and the top 25, chosen by Food Network culinary experts, will be featured in a customized cookbook, produced by Tastebook.
"We truly value the partnership with Food Network because they are a leading interactive brand and they have a long-time commitment to diversity and NAMIC," said Daphne Leroy, VP of marketing and communications for NAMIC.
Food Network has several staff members on the board of NAMIC and saw an opportunity to get involved with the organization, said Cindy McConkey, SVP of corporate communications for Scripps Networks, parent company of Food Network.
"We wanted to try to leverage some of the power of our brands," McConkey said. Food Network stars, including Daisy Martinez of Viva Daisy and the Neely family from Down Home with the Neelys, participated in a launch event and in videos on the Diversity Live site. "We saw an opportunity for us to take our expertise with interactive and mobile food content and help NAMIC with its Diversity Live portal."
Launched April 3 at NAMIC's annual awards breakfast, the campaign's primary audience is NAMIC members, and then "the general market that may have an interest in the communications field or may not have an awareness of NAMIC," Leroy explained.
"We're focusing our outreach on cable and entertainment trade press, multi-ethnic publications and general consumer media," Leroy added, "with approximately 20 key markets that coincide of NAMIC's 18 chapters nationwide." Online, NAMIC is directing members and interested parties to Diversity Live, and is currently working to build a national presence on sites like Twitter and Facebook.
"The message is really about the diversity across our industry and how food is a connector, a cultural connection," McConkey said.
NAMIC is working with its AOR, BTB Communications, while Food Network is handling PR internally.