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Paid Partnerships

Ad partnerships are the publishing industry's top revenue driver. Readers trust their go-to media outlets, and brands want to align with trusted sources. I pitch and produce social ad packages that drive engagement and brand awareness for both publisher and client.

T+L for Omni Hotels & Resorts

Omni Hotels & Resorts approached T+L with a clear goal: increase market share versus the competitive set and "win summer" (A.K.A. drive summer travelers to Omni properties over other hotels). 

 

We pitched (and sold) Omni a package of custom native ads and sponsored editorial social videos, based on previous success of similar content. I was responsible for producing the editorial social piece, which included three vlog-style videos hosted by T+L editors on the ground at Omni hotels.

I analyzed metrics from T+L's previously posted hotel videos, narrowing in on destinations, talent, and hooks that had driven views and engagement in the past and could do so again. I built concept outlines for each video, organized all shoot details, and worked with a video editor to create the final product.

The videos received nearly 2M views on Instagram, well surpassing the expectation set with the client in pre-sale discussion.

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©2024 by Samantha Lauriello.
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