Integrating her editorial expertise and her strategic marketing skills, Laura has worked closely with marketing and advertising teams to create successful campaigns and compelling content for brands, helping clients expand and engage audiences across multiple platforms.
FOUR SEASONS HOTELS AND RESORTS
Laura was recently hired by Four Seasons to spend three weeks traveling around the world on its Private Jet to create content for the company’s various marketing channels. You can read the story, “Taking Flight: 8 Secrets from my Trip Around the World” and watch the video from her trip here. Watch this space for more content.
THE SHOPS AT COLUMBUS CIRCLE
Laura oversees the editorial content strategy for The Shops at Columbus Circle at Manhattan’s Time Warner Center. From ideation to working with the design team on visual execution, Laura creates trend-driven stories about this luxury shopping destination. Topics cover the gamut, from style to food to personality pieces. You can see all the work that Laura has produced here and view some sample digital spreads and stories below.
LINCOLN MOTOR COMPANY / TIME INC.
Laura collaborated with the Foundry, Time Inc.’s state-of-the-art creative lab and content studio, to develop a luxury lifestyle magazine for the relaunch of the iconic Lincoln Continental. Laura oversaw content and assigning and worked closely with the 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.
Laura works with eBay’s marketing team to create branded content and ghost write articles for executives at the company. Examples of her work can be shared upon request.
Laura developed high-impact content-marketing campaigns for BMW at both Yahoo Travel and Travel + Leisure. 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.
Travel + Leisure 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.
At Yahoo Travel, Laura 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 series of blog posts on 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, versus 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.
LensCrafters, a division of Luxottica, came to Travel + Leisure 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 T+L Cruise Finder, which 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.