The Client: BMW
The Brief (Travel + Leisure): Begley Bloom Media’s founder, Laura Begley Bloom, has a history of developing high-impact content-marketing campaigns for BMW. While she was deputy editor of Travel + Leisure, the magazine was selected to partner with BMW for the launch of the 6 Series based on a concept that Laura developed. To meet BMW’s objectives and inspired by its brand pillars, she came up with an idea called “Where to Go Next,” in which the magazine selected tastemakers like designer Adam Tihany and artist Jennifer Rubell to predict experiences that were sure to be on everyone’s list down the road.
The Results: This multi-platform editorially-driven initiative created a revolving conversation with readers and seamlessly merged editorial content and BMW branding to develop a reader experience like no other. Besides articles in the magazine, consumers had the opportunity to interact with these personalities via live Facebook chats and at curated events across the country. Through Travel + Leisure’s social-media channels, user-generated content was solicited and placed within BMW advertising. And the online program included a custom “Where to Go Next” landing page that acted as a forum for users to share emerging hot spots. This program generated $1 million in revenue for Travel + Leisure and 14 million digital impressions.
The Client: BMW
The Brief (Yahoo Travel): While Laura was working at Yahoo Travel, BMW approached the brand in search of an engaging content campaign that would seamlessly align with its brand pillars (style, design, arts + culture, road trips).
The Results: Laura developed and executed the creative concept and strategy for a series of digital and social pieces that would inspire travelers to hit the road in style — in a BMW. The resulting content-marketing campaign seamlessly integrated BMW’s brand goals with Yahoo Travel’s editorial mission, resulting in more than 15 million digital impressions and multiple cars sold.