Editor’s Note: You may have spotted Andrew at TBEX in Toronto when he presented a talk entitled “A Taste of Place: Defining a Destination Through Its Food Culture.” Andrew follows up with his return to TBEX Athens via “How to Monetize Your Culinary Content.”
When I spoke at TBEX in Toronto the last few slides of my presentation focused on highlighting brands I had worked with in the past to enhance my culinary content. What I found most interesting is that during the Q & A (as well as numerous private chats which took place throughout the conference) bloggers and PR pros were most keen to learn more about this facet of my work.
In many ways my presentation at TBEX Athens is a “Part 2” to my culinary tourism presentation in Toronto and specifically offers intermediate/advanced level bloggers a look into branded storytelling with a culinary twist. I’ll be using a case study approach to highlight four of my favourite collaborations, each brand representing a different industry: Canada Beef Inc (agriculture), Canon Cameras (tech), Pilsner Urquell (beverage) and Rough Guides (publishing).
Today I wanted to highlight an aspect of my work that I won’t have an opportunity to discuss during my session at Athens: utilizing instagram video to enhance your culinary content. I embed instagram video into all of my destination guides online and also use the online media platform for stories I write for Metro Newspaper Canada. These quick 15 second videos offer readers an audio visual glimpse into a particular event or experience which adds value to the copy and pictures you’ve provided, the heart of your story.
I currently use an iPhone 5S to shoot, and typically film anywhere from 10-15 video clips during a particular event. Once home I edit my video together using Cute CUT App, exporting to my Camera Roll as one file. I then upload to instagram and share via Twitter, Facebook and my blog. Here are three recent examples of how I’ve worked with beverage brands to highlight a food and drink experience.
Stoli Vodka at World Pride
This past June Toronto was the host of World Pride. I was thrilled to act as the Latvian-based vodka producers ambassador at the festival and produced a sponsored story for the brand, Rainbow High at World Pride Toronto. Stoli hosted an opening night party for the festival at Pravda Vodka Bar featuring a VIP Stoli cocktail party featuring table-top dancing and live Russian band.
Grolsch at the Toronto International Film Festival
Each September I acted as Metro Newspaper Canada’s reporter at the Toronto International Film Festival. Grolsch is the official beer sponsor of the festival and each year the beer brand hosts a fabulous al fresco concert series in the heart of TIFF-town. Beer fans gather for a string of free concerts while mix and mingling through art installations. The brands iconic green bottles with spring cap are served up ice cold at the bar.
Pilsner Urquell at Taste of Toronto
Pilsner Urquell was the official beer sponsor for this summers inaugural Taste of Toronto, which was hosted at historic Fort York in July. I traveled with the beer brand last Fall to Czech Republic and wrote a story for the Vancouver Sun, “Beer Tour: From Pilsen to Prague.”
Pilsner Urquell hosted a special Keepers of the Craft session for VIPs on the Saturday of the festival. Chef Grant Van Gameren at Bar Isabel was recently awarded Canada’s Best New Restaurant by Air Canada’s enRoute Magazine and spent the afternoon inspiring his eager audience to produce the perfect Spanish pintxo.
Author bio: Andrew Dobson is a full time travel writer who has visited over 60 countries. He regularly finds himself on the road visiting two to three destinations a month. Based in Toronto, he manages his blog dobbernationLOVES full time while also regularly contributing to Metro Newspaper Canada, XTRA Newspaper, The Vancouver Sun and Eat In Eat Out Magazine.
Andrew is known as an expert in branded storytelling working as an ambassador for brands such as Canada Beef, Canon, Rough Guides, DK Eyewitness Travel, Stoli Vodka, Pilsner Urquell and Ford. His blog was acquired by Metro Newspaper in February 2014.