VISIT FLORIDA AND Emergent Media Team Up to Promote Impulse Vacations with Multi-Layered Content Campaign

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.


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 For inspiration in the Sunshine State follow @VISITFLORIDA on Facebook, Twitter and Instagram or visit For media resources, visit

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.

Emergent Media Announces Creator Network Program

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


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 Adds Veteran Editorial and Creative Talent to its Executive Team

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!


Emergent Media and Visit Florida Entice Traveling Foodies with the Panhandle’s Array of Flavorful Delights

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.