Warner Bros. Discovery Combines U.S. & International Creative Capabilities and Audience Reach for New Campaign with Tourism Authority Experience Kissimmee
- Warner Bros. Discovery’s US and international advertising sales divisions combine forces to deliver significant new partnership with Experience Kissimmee
- Campaign follows current trend of U.S. brands expanding their horizons to target international audiences following the pandemic
- Experience Kissimmee to benefit from Warner Bros. Discovery’s scale and creative brand solutions capabilities to target consumers in the US, UK, Mexico and Brazil
- Bespoke content includes new Vacation Home Magic film and comprises localised TV, streaming, social and editorial formats on Warner Bros. Discovery’s network
Warner Bros. Discovery has announced a new branded content partnership with Experience Kissimmee, the official tourism authority for Osceola County, Florida, that will present the region as the tourist destination of choice through a new creative branded content series.
The campaign leverages the power and scale of Warner Bros. Discovery’s combined U.S. and international sales divisions to create localised content for its audiences and underlines a trend of U.S. brand partners increasingly using Warner Bros. Discovery’s international network to reach beyond national audiences in the post-pandemic advertising environment.
Experience Kissimmee will harness the breadth of Warner Bros. Discovery’s international portfolio of channels, brands and platforms to target viewers in the US, UK, Brazil and Mexico. The deal is among the first of a ground-breaking new approach by Warner Bros’ Discovery’s advertising sales team that unites its global sports and real-life entertainment offering as part of a single solution for brands both in the US and internationally.
Warner Bros. Discovery’s creative brand solutions team will create unique content titled Vacation Home Magic exploring what makes a Central Florida vacation home special, inspiring viewers to choose one of the 30,000 one-of-a-kind rental homes in the area for their next vacation.
The content will air on the HGTV television channel in the US and UK as well as streaming on discovery+, the Food Network and Magnolia Network in the US, and Discovery Home & Health in Brazil and Mexico. Additional Vacation Home Magic content will also be optimised to pique engagement on HGTV’s Facebook and Instagram platforms.
As part of this, Warner Bros. Discovery will aggregate and amplify Experience Kissimmee’s custom content online within a fully customised interactive ‘Flex Ad’ to create a powerful brand experience.
Briana Gillick, Director, International Ad Sales, at Warner Bros. Discovery, said: “Partnering with Experience Kissimmee truly breaks new ground as it represents the first time our US and international advertising sales teams have combined the full power of our creative content solutions and diversity of channel and platform portfolio to connect with audiences both internationally and in the US simultaneously as part of the same campaign.
“We feel we are the industry’s best kept secret and are ready to unleash our power as a full-service agency to help brands connect with consumers at a scale not possible anywhere else. With Experience Kissimmee, we are excited to leverage our proven track record as one of the world’s greatest storytellers to develop a truly creative content solution that will enable them to achieve their objectives at scale, reaching and engaging target customers more deeply across more territories than ever before.”
Casey Leppanen, CMO at Experience Kissimmee, said: “In the travel industry, where differentiation is more important than ever, we are increasing our efforts in showcasing our vast inventory of one-of-a-kind vacation homes. These amazing rental properties provide guests with even more reasons to choose Kissimmee for their next vacation. This new partnership to create and share Vacation Home Magic with our key international and US markets will enhance the brand experience and excite guests globally.”The separate development comes after WarnerMedia and Discovery combined to form Warner Bros. Discovery in April 2022 and the previous rollout of Discovery’s unified marketing solutions offer last year. Warner Bros. Discovery’s Experience Kissimmee multi-market partnership launches in June 2022.