Brand Sponsorships, Activations & Branded Content
portfolio
Bryce McAnally
More than your typical advertising campaign...
The following pages contain some examples of my work leading the development of sponsorship and partnership programs aimed at promoting California as a premiere travel destination. When negotiated, crafted and distributed carefully, these types of initiatives can supercharge any paid advertising program, delivering results beyond what was previously known possible for the brand.
Tyler Florence, Golden State of Luxury partnership with Travel + Leisure
Bay Area or Bust
Sponsorship with Super Bowl 50 Host Committee to extend the excitement around the Big Game in the San Francisco Bay Area to other parts of the state.
Leveraged the star-power of Joe Montana for a fun, three-part digital content series that follows Joe as he hitchhikes his way from Palm Springs to Levi’s Stadium just in time for the Big Game. Each episode features different social media influencers (who bring with them a large audience of devoted followers) and showcases the unique beauty found across California. In addition to the paid media support behind the videos, each influencer created social posts to drive their fans to the content.
Bay Area or Bust
Joe Recreates “The Catch”
click to watch
All content was pushed out via a paid campaign on YouTube and Facebook, driving back to Visit California’s YouTube page.
Results:
Spend: $2.1 million
Impressions: 114 million
Video views across three videos: 7 million
The Golden State of Luxury
From lavish mountain retreats to beach-side resorts and everything in between, California is home to an endless laid-back luxury experience. To capture the interest of the hard to reach and discerning ultra-affluent audience, we entered into a partnership with Time Inc. and Conde Nast properties to create a series of advertorial spreads, videos and articles. All content focused on the experiences of our luxury ambassadors, including Tyler Florence (celebrity chef), Annie Lawless (entrepreneur and wellness influencer). Aloe Blacc (singer) and Sabrina Buell & Yves Bahar (art advisor and designer), among others.
click to watch
Watch California-Inspired Art Pioneers Sabrina Buell and Yves Behar
Results:
Global Media Spend: $3 million
Impressions: 101 million
Video views across seven videos: 525,000
California Grown + Visit California = Always in Season
$1 million partnership between CA Grown and Visit California
When it comes to culinary experiences,
from farm tours, farmers markets and
farm-to-fork dinners, to food & wine
festivals and wine tasting tours,
California is always in season.
Media Partnership with TIME Inc.
- 6 spreads in Food & Wine Magazine
- 2 spreads in Sunset Magazine
- 6 custom videos
- Robust paid digital & social programs
- Event activation & contest giveaway at Celebration Weekend and Savor the Central Coast
Results
Spend: $1 million
Impressions: 60 million
Clicks: 30,000
Video Views: 760,000
Contest Entries: 308,000
Additional Details
Additional Partnerships
- Multimillion-dollar partnerships with airlines, including British Airways, Qantas, Air New Zealand and Air Canada
- Nickelodeon TV for World-Wide Day-of-Play
- California Restaurant Association for California Restaurant Month
- Entertainment Tonight and E! Canada for content integrations
- And many more
Celebrities & Notables
Experience working with numerous celebrities and public figures, including:
- Earvin ‘Magic’ Johnson
- Joe Montana
- Anna Farris
- George Lopez
- Shaun White
- Kerri Walsh Jennings
- Rico Rodriguez
- Tyler Florence
Favorite Sponsorship Experience
Sponsoring the Red Carpet Premiere of “Saving Mr. Banks” at the Walt Disney Studios in Burbank. Walking the red carpet, viewing the premiere screening in the studio theater and attending the after party at the studio commissary with Tom Hanks, Colin Farrell and Julie Andrews is an experience I will never forget.