The project leverages Emergent’s proprietary creator network to help scale social content creation
Emergent Media continues its successful partnership with VISIT FLORIDA with the debut of two new creator-led original video series, “Wild About Florida,” and “What’s Up in Florida.” Developed and produced by Emergent Media and leveraging Emergent’s proprietary creator network, these social-first, highly engaging series are designed to showcase the incredible nature and exciting events in the Sunshine State.
“With these new original video series, VISIT FLORIDA is celebrating the experience of Florida—the natural beauty, the wildlife, the cultural and social scene—in a new and innovative way. By centering Florida within the types of content that social audiences love to see and share, we’re reaching new communities and driving genuine interest in Florida as the No. 1 destination in the U.S.”
—Brett Laiken, Chief Marketing Officer, VISIT FLORIDA
In “Wild About Florida,” a duo of adventurous, engaging video creators explores the wilder sides of Florida, from snorkeling with manatees in Crystal River to horseback riding in Ocala to catching spiny lobsters in Biscayne Bay. From a strategic perspective, the series is rooted in insights gleaned from an analysis of VISIT FLORIDA’s social media, which indicated a strong audience interest in adventure, nature, and wildlife.
For “What’s Up in Florida,” Emergent leveraged a key trend—the significant rise in global travelers planning trips around events—to develop a creative, engaging series that showcases Florida’s breadth of events and resonates with travelers and locals alike. Filmed in a social-endemic greenscreen format with a charismatic Floridian as its host, the monthly series spans the entire state, bringing awareness and driving interest in food and music festivals, holiday programming, cultural celebrations, and more.
“Emergent’s lifestyle brands were incubated on social, so we have a deep understanding of the stories that engage and convert social audiences. Tapping into talent from our rapidly-growing creator network allows us to be nimble and efficient in producing those stories at scale, while maintaining a high bar for quality.”
—Jennifer Klawin, Chief Business Officer and head of brand partnerships, Emergent Media
The debut seasons of “Wild About Florida” and “What’s Up in Florida” are available now on VISIT FLORIDA’s YouTube and Instagram.
