Integrating editorial expertise and digital strategy, Begley Bloom Media works closely with marketing and advertising teams to create successful campaigns and compelling content for brands, helping clients expand and engage audiences across multiple platforms.
HOLLAND AMERICA AND FOOD & WINE
Begley Bloom Media is overseeing an innovative new brand initiative for Food & Wine magazine and Holland America cruise line. Using its expertise in experiential content strategy, Begley Bloom Media is curating one-of-a-kind Food & Wine branded culinary experiences around the world that are being offered to Holland America passengers. You can find out more about this exciting new program here, take a sneak peek in the video, above, and read on for some sample journeys.
The Mediterranean: Wine, Sunshine & Farm-fresh Inspiration
You can shop with a renowned Barcelona chef and create an extraordinary meal together. Discover the secret to making perfect pizza crust in Naples, where it was born. Or explore a family-owned Santorini vineyard and sample their delicious wines. View Mediterranean excursions.
Northern Europe: Grand Culinary Traditions & Experimental Cuisines
Imagine touring a distillery in Reykjavik and raising a glass of handcrafted spirits with the owner. Experiencing cutting-edge “neo-Fjordic” cuisine in Bergen. Or learning to makesmørrebrød (classic open-faced sandwiches) in Copenhagen. View Northern Europe excursions
FOUR SEASONS HOTELS
Begley Bloom Media was hired by Four Seasons to create content for the company’s various marketing channels. Laura spent three weeks traveling around the world on its Private Jet. You can read the story, “Taking Flight: 8 Secrets from my Trip Around the World” here, watch the video, below, and read other stories that were produced for this project here.
THE SHOPS AT COLUMBUS CIRCLE
Begley Bloom Media oversees the editorial content strategy for The Shops at Columbus Circle at Manhattan’s Time Warner Center. From ideation to working with the retailers and restaurants to collaborating with the design team on visual execution, Begley Bloom Media creates trend-driven stories about this luxury lifestyle destination. Topics cover the gamut, from style to food to personality pieces. You can see all the work that Begley Bloom Media has produced here and view some sample digital spreads and stories below.
LINCOLN MOTOR COMPANY
Begley Bloom Media collaborated with the Foundry, a state-of-the-art creative lab and content studio, to develop a luxury lifestyle magazine for the relaunch of the iconic Lincoln Continental. Begley Bloom Media oversaw content and assigning and worked closely with the Foundry’s art and photo departments to create the 36-page publication. The magazine was published in January 2017 and is being sent to a targeted high-net-worth audience and being distributed at Lincoln dealerships. The full publication can be viewed here, and sample spreads can be viewed below.
Begley Bloom Media has worked with eBay’s marketing team to create branded content and ghost write articles for executives at the company. Examples of the work can be shared upon request.
Begley Bloom Media’s founder, Laura Begley Bloom, has a history of developing high-impact content-marketing campaigns for BMW. While she was working at Yahoo Travel, BMW approached the team in search of content ideas that aligned with its brand pillars (style, design, arts + culture, road trips). Laura developed the creative concept and content strategy for a series of U.S.-based stories that inspired travelers to hit the road in style — in a 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, Laura 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. 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 and 14 million digital impressions.
While she was at Yahoo Travel, Begley Bloom Media’s founder, Laura Begley Bloom, collaborated with the business team to develop content-marketing campaigns for clients like Las Vegas, Disney, JetBlue, Illinois Tourism, and more. The results drove traffic and revenue and helped make Yahoo Travel a go-to destination for marketers and readers alike.
For the Illinois Office of Tourism, Laura developed a content strategy aligned to its “Find Something More” campaign. This content series, which lived on a number of platforms including Yahoo Travel, celebrated the wonderful contrasts and cultural diversity that travelers can find in Illinois. Among the results: Visits to EnjoyIllinois.com increased 45 percent during the campaign over the previous year. Laura’s work also helped the Illinois Office of Tourism win the 2016 U.S. Travel Association’s Mercury Award for best integrated marketing campaign.
The Las Vegas Convention and Visitors Authority asked Yahoo Travel to help showcase the wide range of experiences that travelers can have in Las Vegas. Laura developed a content strategy that revealed the unexpected side of Las Vegas and supported these brand goals. These blog posts lived on both Yahoo Travel and LasVegas.com, the tourist destination web site of the Las Vegas Convention and Visitors Authority.
While Laura Begley Bloom was at Travel + Leisure, LensCrafters — a division of Luxottica — came to the magazine asking for an integrated marketing opportunity to align their brand with the celebration of sight. Based on Laura’s idea for a new column called “The View,” Travel + Leisure was exclusively selected to partner with LensCrafters on their 2013 “Go See” campaign. For the in-book editorial platform, “The View,” the magazine photographed the scene from iconic destinations, annotating the panoramas to reveal new openings and exciting discoveries. In this two-pronged program, readers were also invited to go onto Travel + Leisure’s digital platforms (online, social media) to share their own favorite views. This was also brought to life online with a custom landing page, “T+L’s Guide to Beautiful Views.” The 360-degree program brought in $495,000 in revenue and 4,344,602 digital impressions, exceeding the contract goal by over 3.3 million, due largely to the popularity of the content. Additionally, LensCrafters saw a 215% increase in their Facebook likes (73,000, to be exact) during the course of the campaign.
TRAVEL + LEISURE CRUISE FINDER
As the director of the cruise beat at Travel + Leisure, Laura created smart, revenue-producing platforms. One project that she worked with the team to launch was an innovative digital product, the Travel + Leisure Cruise Finder, which was sponsored by Carnival Cruise Line and generated $500,000 in revenue. Powered by FindTheBest.com, this interactive tool incorporated volumes of the magazine’s own research and allowed users to compare hundreds of ships on essential factors, from price to ports of call.
To accompany this finder, Laura and her team created the multi-layered “Guide to Cruising Now.” This immersive print and digital package included a variety of approaches. In addition to commissioning traditional content — a fashion shoot, an annotated look at a game-changing new ship — the editors crowd-sourced advice from Travel + Leisure’s followers and polled readers to create the magazine’s first ranking of the best ships at sea. It was a huge success, bringing in an unprecedented 18 pages of advertising.