Intrepid – global tour operator committed to sustainable, grassroots adventure travel Perennial Plate – Daniel Klein (trained chef) & Mirra Fine (writer, cameragirl, producer) – online weekly documentary series
Japan, China, India, Sri Lanka, Spain, Morocco, Italy, Turkey, Argentina, Brazil, South Africa, Ethiopia Targets based on experience from first video, and other partnerships with similar content/ inspiration, eg 1m video views, 36,000 unique visitors, Already set off, first stop was Japan – launched online this week
Why we partnered with Perennial Plate• Delicious Discoveries campaign, February 2012• Aim - reach new audiences through media• Brand fit: sustainable, adventurous food in engaging style• Audience: 60% females aged 24 – 44• Reach: 20,000 views per webisode,• Influence: Daniel a regular on Huffington Post• Quality: inspiring content• Press trip + production costs• Total cost approx. £4k
What we achievedObjectives• Third party endorsement from non-travel media• High quality content we could use on new website• 20,000 video viewsResults• Over 300,000 video views• Media coverage including Huffington Post & New York Times• Vimeo front page, staff pick, nominated for a Vimeo Award• Social media engagement
A long-term partnership is born…• Real Food World Tour• Six trips, 12 countries, 18 months• Rich content: videos, raw footage, images, recipes, trip reports• Social media, PR and marketing activity• Discounts for their visitors• Targets: video views, website traffic, sales generation, lead generation, social media engagement, media coverage• Cost to Intrepid: approx. £4k per video, including travel, production, marketing & promotion www.intrepidtravel.com/perennial-plate
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