Crafted 50 original destination pieces for publication on Embratur’s official site and in branded content pieces for the North American markets. Was responsible for working with Embratur’s agency to pitch topics, locations in Brazil, and Brazilian products to feature. Pieces were written to be “evergreen” and able to post as blogs, in newsletters, or in destination content library.
Launched new core content section, Cruising 101, for an Onboard.com product rollout. Worked with internal editors to ideate sections and SEO questions. Researched, wrote copy, linked to external resources and sourced images for 8 sections. Reworked 20 port guides and all the cruise line information pages for Carnival, Holland America and Princess. Wrote corresponding features for Carnival’s in-room magazine Fun Ashore, liaising with executives in Carnival’s internal Retail, F+B and other divisions. Produced
Created and executed a 12-part blog campaign showcasing the Volkswagen Toureg “clean diesel” SUV, which was just hitting the United States market. Secured Away.com as the media partner, with homepage every day and regular promotion on the Orbitz blog. Total views 2.75 MM + Twitter and Facebook promotion on Orbitz social channels. The theme was Finding Larry McMurtry (the iconic author of Lonesome Dove), and the roadtrip followed a route of locations mentioned
Secured series talent, hosts and experts as casting consultant, and associate produced one series while this multimedia production company was under its former Berman-Braun shingle. (Shows/digital properties include Junk Gypsies, Purple Clover and the premium YouTube channel Tasted.)
Created and produced a blog/content marketing campaign to support Suzuki Kizashi’s transcontinental road trip “The Hard Way” from Russia to LA, and on to the Detroit Auto Show. Wrote and photographed a 10-part blog series that was posted on Suzuki’s site and promoted daily on social channels, (11MM impressions). The trip was featured on MadeMan and Autobytel, as well as an ABC News segment on winter travel.
Scouted and secured host talent for HGTV, working directly with internal programming executive team. Saw project through to pilot on HGTV and development on uLive – in partnership with Johlt Productions.
The merger of two legacy local index sites created DexYP –a massive yet misunderstood platform on which hundreds of thousands of small businesses rely to create their footprint in the digital world. A revamped content mandate focused on creating optimized, keyword-rich content in 10 key cities. The goal is to become a resource for small businesses and potential customers alike – connecting them, answering questions too local for Wiki to address and too category-specific
SIP – ON GLOBE PEQUOT
As the author of the original SIP guide to California wineries, author Lena Katz interviewed more than 70 wine industry experts including Thomas Keller, the Benziger brothers and Gina Gallo. The first book sold well enough to become a series of experiential travel guides published on Globe Pequot.
Worked with FIJI Water marketing team to produce and promote a pilot integrated marketing campaign with 20 participating venues, 12 prize sponsors and 50 influencers in the first key market (San Diego) alone. 6.5 MM Twitter impressions in 24 hours, with additional 12.8 MM Facebook reach. FIJI sales team signed 3 new accounts and reversed cancellations on 2 existing. Program was approved for 3 more markets that fiscal year.
Produced art competition in New York City, and assisted with national multi-city competition, in an online-offline initiative celebrating the winery’s 40th anniversary, and awarding nearly $35,000 in cash prizes. Secured New York Foundation for the Arts as event host, and worked with Parsons, NYU, Columbia and other institutions to engage student and graduate entries. VIP reception for 150 industry elite, media and influencers held on the rooftop at Dream Downtown.