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Intrepid and perennial plate
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Intrepid and perennial plate

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  • 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
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  • 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
  • Transcript

    • 1. Delicious DiscoveriesIntrepid Travel & Perennial Plate
    • 2. 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
    • 3. 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
    • 4. 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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