Category: Emergent

U.S. Travel Association award recognizes creative excellence in destination marketing

EL SEGUNDO, Calif., October 20, 2024/PRNewswire/ — Emergent Media’s popular original video series, “Florida’s Table”—produced in partnership with VISIT FLORIDA—has earned a Mercury Award for Best Video Series from the U.S. Travel Association. The annual U.S. Travel ESTO Awards recognize excellence and creative accomplishment in state and territory destination marketing and promotion; at the closing night ceremony for the 40th annual ESTO conference, held August 11-13, “Florida’s Table” took home the top honor in the “Best Video or Film Series” category.

“Since the beginning, the goal of [“Florida’s Table”] has been to help travelers discover yet another wonderful thing about Florida—the abundance of culinary offerings. Season after season and region by region, the storytelling and imagery have done a tremendously effective job of getting the word out and doing justice to the wonderful chefs and restaurants that continue to drive Florida’s food scene forward.”
—Dana Young, President and CEO, VISIT FLORIDA

Comprising 17 episodes across four seasons, the bespoke video series explores Florida’s culinary landscape, proving in every season that the food scene in the Sunshine State offers some of the most talented chefs, mixologists, and farmers in the country. As a series, “Florida’s Table” delves into the chefs’ and restaurateurs’ personal stories, highlighting how their respective culinary offerings are direct expressions of their life experiences and passions. Each episode delivers unique documentary-style storytelling to engage and inspire travelers to add these restaurants to their must-visit and bucket lists. To date, the series has generated more than 200M impressions, with arrivals from more than 50 different DMAs and an 88% out-of-state arrival lift.

“It’s been an honor partnering with VISIT FLORIDA on ‘Florida’s Table’ and we’re thrilled that one of our favorite examples of bespoke co-branded storytelling has been recognized with an ESTO Award.” 
—Jennifer Klawin, Chief Business Officer and head of brand partnerships, Emergent Media

A panel of nearly 60 esteemed marketing experts selected this year’s ESTO Award honorees, with the objective of recognizing “outstanding effort to inspire visitation and promote travel in savvy and imaginative ways,” according to Ellen Davis, U.S. Travel Executive Vice President, Business Strategy and Industry Engagement. In addition to “Florida’s Table,” video campaigns from Travel Michigan and Kentucky Department of Tourism were among the finalists for the Mercury Award for Best Video or Film Series.

 

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About Emergent Media

Emergent Media is a lifestyle network for the “Modern Explorer.” We tell the stories that reverberate with globally minded humans seeking to live inspired lives motivated by self-discovery and fueled by authentic experiences. From travel, food, and adventure to interior design, music, and culture, there’s always something new to explore!

Visit thisisemergent.com | LinkedIn

Creator-Led, Social-First Content Targets Outdoor Adventurers Across the U.S.

EL SEGUNDO, Calif., August 9, 2024/PRNewswire/ — Emergent Media and Pacifico Clara are expanding upon their successful partnership with a new social-first, creator-led campaign designed to reach the Pacifico target consumer in California, Nevada, Oregon, Washington, Utah, Colorado and other key markets across the U.S. Building on last year’s campaign that drove a +90% increase in brand recognition*, this year’s engagement will leverage Emergent’s broader national footprint with adventure-loving communities across Paradise, Surfers, Golden State, and California Love. To reach the Pacifico target customer of beer drinkers who are social, spontaneous, and always seeking more excitement in life—Emergent enlisted its proprietary Creator Network to develop bespoke, creator-led content alongside sponsored editorial features that appeal to both the Pacifico target consumer and Emergent’s existing audience of Modern Explorers.

 

“We’re excited to continue the Pacifico partnership with Emergent as our target consumer is a great match for their active and engaged communities. As a digital-first brand, working with their Creator Network allows us to tap into new brand ambassadors from their solid roster to reach Pacifico consumers in the most authentic ways.”
– Maddy Zingle, senior director, brand marketing, Pacifico

 

The campaign, which runs from August through October, kicks off with a custom edition of Paradise’s popular Expert City Guide editorial series, fine-tuned to focus on adventure, action sports, music, and nightlife in Denver. The next phase of the campaign targets key SoCal markets with a social-first guide to fall outdoor adventures in Southern California running on Golden State and a custom episode of the fan-favorite creator-led video series, “The Hype,” on California Love. In the episode, the creator/host will attend the 2024 U.S. Open of Surfing, sponsored by Pacifico, and take audiences along for the experience. The episode will be cross-posted between California Love and Surfers channels to maximize impressions.

The Emergent-Pacifico partnership concludes with a second Paradise takeover highlighting the popular Pacifico “Yappy Hour” concept in key markets across the country. Instagram posts and sponsored editorial will engage dog lovers and showcase the best places to enjoy Pacifico with a four-legged friend. Each element of the three-month campaign adheres to Legal Drinking Age (LDA) standards.

 

“We’re thrilled to partner with Pacifico again and expand on the natural connection between Emergent’s audiences and the Pacifico brand ethos,” says Matt Muir, Emergent’s VP of Brand Partnerships. “Tapping into the creator economy and leveraging our Creator Network to develop bespoke, personality-led content that is exciting and engaging was key to this campaign. For us, this is what authentic brand connections look like.”

*Source: Comscore, Custom Brand Lift Study, 2023

 

Read full press release here.

 

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About Emergent Media

Emergent Media is a lifestyle network for the “Modern Explorer.” We tell the stories that reverberate with globally minded humans seeking to live inspired lives motivated by self-discovery and fueled by authentic experiences. From travel, food, and adventure to interior design, music, and culture, there’s always something new to explore!

Visit thisisemergent.com | LinkedIn

Media contact:
Jeff Honea
[email protected]

SOURCE Emergent Media

Today, VISIT FLORIDA launched the latest component of its “YouCation” campaign geared to increase awareness and intent to travel to Florida among Gen Z and Millennial audiences. VISIT FLORIDA partnered with Emergent Media to create and produce a combination of accessible, creator-generated content and dynamic, visual effects-intensive storytelling that pumps fresh energy into the travel marketer’s communication mix. The content executions include first-person vlog-style videos; cinematic travel imagery; and on-trend compilation videos employing innovative camera and VFX techniques. 

“The Emergent team really heard our need to connect with this audience in new ways while continuing to deliver the beautiful travel assets we depend on,” said Dorothy Thames, Senior Manager, Brand at VISIT FLORIDA. “They responded with compelling, effective content that ticked multiple boxes, and we’re looking forward to seeing the results.”

The Emergent-produced, creator-led social campaign inspires last-minute getaways with a series of videos showcasing itineraries packed full of adventure, food, and culture in the St. Petersburg, Fort Lauderdale, and Miami areas. From clear kayaking over the crystalline waters of Shell Key to getting hands-on with vibrant street art in Miami’s Wynwood Walls Museum, there’s something for everyone who wants (needs!) to hit the pause button on everything else and focus on what really matters: personal well-being and relationships with friends and loved ones.

“Thanks to our strong creator network and the engagement of our Modern Explorer audience, we’re able to address our client’s strategic priorities creatively, and at scale,” said Emergent Creative Director, Jeff Honea.

The media campaign runs as three sets of Instagram Reels/Stories on the Emergent-owned Paradise channel plus first-party audience distribution on Meta and continues from early April through mid-May, 2024. Viewers are driven to a custom travel guide on the Paradise website that provides additional information and links to the VISIT FLORIDA playlist on YouTube. 

Read press release here.

About VISIT FLORIDA

VISIT FLORIDA is the Sunshine State’s official tourism marketing corporation and travel planning resource for visitors across the globe. As Florida’s No. 1 industry, tourism was responsible for welcoming over 137.6 million visitors in 2022, the highest number of visitors in the state’s history. VISIT FLORIDA promotes tourism through sales, advertising, promotions, public relations and visitor services programs, and serves more than 13,000 travel industry partners throughout the state. To learn more about VISIT FLORIDA, follow @FloridaTourism on Facebook and Twitter, or go to visitflorida.org. For inspiration in the Sunshine State follow @VISITFLORIDA on Facebook, Twitter and Instagram or visit www.visitflorida.com. For media resources, visit www.visitfloridamedia.com.

About Emergent Media

Emergent is a modern digital media and content company. With an approach that is informed by data and insights, powered by tech and brought to life by our global community of creators, we are re-imagining how content and ideas can be most effectively shared in today’s digital ecosystem. Across our network of social-first brands and original series, and with the campaigns we create in partnership with today’s leading companies, Emergent connects a global community of Modern Explorers, sparking conversation and creating culture around the activities, spaces and places that define them.

Unique Approach to the Creator Economy Speeds Roll-Out of Several New, Original Series and Accelerates Social-First Content Production

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Today, Emergent Media announced the launch of its Creator Program which is geared towards increasing the company’s mix of original content while also scaling creator-led editorial output across Emergent’s family of brands, including Paradise, SHLTR, Golden State, Cabinfeed, Surfers and California Love. Emergent Media has already on-boarded its first wave of highly talented creator-partners and is in the process of tripling the size of its creator network roster by year end. In addition to contributing video and photo assets for use in Emergent-owned editorial properties, creators representing a variety of backgrounds and styles will be collaborating with the Emergent studio team to deliver assignments for various Emergent-owned and branded content projects.

This network of visual storytellers represents the essence of Emergent’s “Modern Explorer” audience. They are globally minded adventure-seekers driven by insatiable curiosity and a hunger for authentic experiences, and this program’s tiered approach gives opportunity to well-established filmmakers with a cinematic eye, and also UGC creators who live in the moment with a phone in their hand.

“We wanted to create a mutually beneficial model that rewards creators for their amazing talent and dedication to their craft while also allowing us to develop a stable of original programming that fuels each of our brands, ” says creative director, Bryce Lowe-White. “We are building real, supportive relationships with each of our creators as we aim to integrate their voices and personalities into our brands in a way that feels like a natural extension of who they are and the content they love creating.”

Emergent is already tapping into its Creator Network to fuel several of its original, social-first series. The Paradise channel’s “Roaming” and “Postcards” series feature the best of the creators’ stunning imagery. California Love’s “BKT LST” entices viewers to see and do once-in-a-lifetime things while “The Hype,” featuring Jake Toohey, gives viewers a first-person perspective on famous California destinations and activities to determine whether they are worth “the hype.” “Tune Out” on Golden State pairs lush visuals with natural, ambient sounds to provide viewers with true Zen moments. And “Single Serving,” featuring chef Amber Sullivan, provides the SHLTR community with inspiration and instructions for creating delicious dishes for one.

Read release here.

Emergent Media, a rapidly growing digital publisher and e-commerce enterprise, has announced the hiring of Holly E. Thomas as Director, Editorial and Jeff Honea as Creative Producer. These key hires signal the next phase of the firm’s expansion as it continues to execute more and bigger branded content deals and invest in developing original editorial series for Emergent’s audiences.

“We couldn’t be more excited about this growth stage of our business and bringing on these key leadership roles,” says Emergent Media’s Chief Business Officer, Jen Klawin. “Holly’s deep editorial background leading content strategy across multi-media and platforms coupled with Jeff’s experience leading content and production studios are exactly the leadership we were seeking to accelerate our growth and the work we do for brands.”

Thomas oversees Emergent’s community teams while also leading content strategy and development across the Paradise, SHLTR, Golden State, Surfers, Cabinfeed, California Love, and Driftward editorial properties. Honea, whose responsibilities include creative strategy, content production, and creator program development, heads up Emergent’s in-house studio alongside Creative Producer, Hannah Lee and Creative Director, Bryce Lowe-White.

Thomas’ addition to the Emergent team brings considerable expertise gained over two decades, including 10 years in print and digital journalism and another 10 in content marketing, custom publishing, social strategy, and brand-building as a senior content leader on agency and in-house teams. “I’m a true believer in content and the power it has to bring a community together,” Thomas says. “I’m thrilled to join the team at Emergent in creating truly innovative, inspiring content that serves our audience and connects them to places and things they love.”

Honea, who previously served as studio head and creative director at CBS EcoMedia, contributes a fitting combination of experience, talent, and leadership. “To be part of a brilliant team forging new territory in sectors that align with my interests and values is an ideal opportunity,” says Honea. “It is gratifying to play a role in achieving Emergent’s mission.”

About Emergent Media

Emergent Media is a lifestyle network for the “Modern Explorer.” We tell the stories that reverberate with globally minded humans seeking to live inspired lives motivated by self-discovery and fueled by authentic experiences. From travel, food, and adventure, to interior design, music, and culture, there’s always something new to explore!

Visit thisisemergent.com

From white-sand beaches to woodsy farmland, “Florida’s Table” is all about fantastic food – and the people who create it.

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The latest season of “Florida’s Table” explores Northwest Florida’s culinary landscape, proving once again that Florida’s food scene boasts some of the most talented regional chefs, mixologists, and farmers in the country.

This edition of Emergent Media’s custom content series for VISIT FLORIDA showcases a diverse sampling of the Panhandle’s eating and drinking establishments – serving up everything from fresh-caught Gulf seafood to farm-at-table salads. Chris Stevens of Five Sisters Blues Cafe in Pensacola, John Engle of Roux 30A in Grayton Beach, Jim Shirley of Farm & Fire in Santa Rosa Beach, Jim Shirah at Dewey Destin’s Harborside in Destin, and Jesse and Tyler Rice of Backwoods Crossing in Tallahassee invite viewers to “come have a seat at my Florida table.”

Continuing the successful storytelling approach that launched “Florida’s Table” in August, 2022, the video series focuses on the chefs’ and restaurateurs’ personal stories, delving into how their respective culinary offerings are direct expressions of their life experiences and passions. Each episode culminates with the presentation of the restaurant’s “signature dish” – almond-crusted lionfish, radicchio salad, fried catfish, paella, and a multi-course chef’s tasting meal all get get their moment to shine.

The social-first campaign runs mid-February through late March, 2023 and reaches the Paradise audience network via organic and paid distribution fueled by Paradise’s Instagram channel, with supplemental content distribution on TikTok, the Paradise web page and Emergent Media’s YouTube channel.