Supporting Public Radio & Connecting Global Destinations to Culturally-Curious Audiences

For Destination New South Wales, The Culturist Group negotiated a full integrated promotion to position Australia's largest culture and creativity festival, reaching 2 million listeners in a key market.

In an era where public radio faces unprecedented funding challenges, our work on behalf of global destinations has demonstrated how strategic partnerships can support local media while delivering exceptional results for travel destinations. As legislation threatens to significantly reduce funding for public radio stations across the United States, this case study illustrates the vital role that in-kind partnerships play in sustaining these trusted community institutions - and connect destination messaging to culturally-connected audiences in key markets.

The Culturist Group's campaigns for KCRW 89,9 FM have highlighted a range of global travel destinations, each with its own unique cultural, culinary, and experiential offerings. From the vibrant coastal city of Puerto Vallarta in Mexico to the awe-inspiring Vivid Sydney festival in Australia, and the historic Finger Lakes region of New York, these campaigns have elevated the profiles of these destinations among KCRW's culturally-curious audiences.

The Critical Role of Public Radio in Communities

Public radio stations like KCRW 89.9FM in Los Angeles serve as pillars of their communities, providing trusted news, cultural programming, and diverse voices that commercial radio often cannot support. These stations foster deep connections with their audiences through authentic storytelling, thoughtful curation, and commitment to serving the public interest rather than purely commercial goals.

Our series of partnerships with KCRW 89.9FM, an NPR station in Los Angeles, demonstrates how brands can:

• Support vital community institutions while achieving marketing objectives

• Reach highly desirable audiences through trusted, authentic channels

• Contribute to media diversity and independent journalism

• Build long-term relationships with culturally-engaged consumers

With streaming radio listenership continuing to grow—with over 180 million Americans now listening to online radio monthly and streaming audio accounting for 13% of total audio consumption—public radio's digital presence has become increasingly important. KCRW's streaming audience extends far beyond Los Angeles due to its online streaming presence and membership base, reaching culturally-engaged listeners worldwide who value quality, independent programming.

The Power of In-Kind Partnerships

The Culturist Group's ongoing partnership with KCRW demonstrates how brands can support public media through strategic in-kind partnerships that benefit both the station and the advertiser. Rather than simply purchasing ad space, these partnerships provide:

• Sustainable Revenue: Helping public radio stations maintain financial stability during uncertain funding climates

• Community Investment: Supporting local journalism and cultural programming that serves the public interest

• Authentic Engagement: Connecting with audiences who choose public radio for its trusted, non-commercial approach

• Cultural Alignment: Partnering with institutions that share values of diversity, inclusion, and cultural enrichment

Connecting with Culturally-Curious Audiences

KCRW's audience represents the exact demographic that global travel destinations seek to reach: highly educated, affluent, and deeply interested in arts, music, and international experiences. This audience actively seeks out authentic cultural experiences and values the thoughtful curation that public radio provides.

The streaming revolution has amplified this reach significantly. Public radio's digital platforms now attract younger, more diverse audiences who consume content across multiple platforms. KCRW's podcasts, streaming service, and digital content extend the station's influence far beyond traditional broadcast boundaries, creating opportunities for deeper engagement with travel brands.

"Discover the Beauty of Puerto Vallarta with KCRW"

Spotlighting one of many successful campaigns, The Culturist Group brokered an in-kind campaign on behalf of Puerto Vallarta Tourism Board in Mexico to promote the vibrant coastal city of Puerto Vallarta, Jalisco, and its surrounding region.

The campaign included:

• 124 broadcast spot placements reaching an estimated 1,240,000 impressions.

• 22 additional love host/DJ reader plugs/spots reaching an estimated 220,000 impressions.

• Email marketing across KCRW's various newsletters, including the Art Insider, Entertainment, Design & Architecture, 5 Things, 5 Songs, and Music Insider, reaching over 846,000 impressions in total.

• Digital advertising, with a run of site (ROS) banner campaign across KCRW's website and mobile app, reaching an additional 301,643 impressions.

The comprehensive campaign delivered over 3.2 million impressions and provided Puerto Vallarta with nearly $185,000 USD in added advertising value. This partnership effectively raised awareness of Puerto Vallarta's diverse attractions and experiences among KCRW's culturally-engaged audience in the Los Angeles market during a key vacation planning window.

The Multiplier Effect of Public Radio Partnerships

These partnerships create value that extends far beyond traditional advertising metrics:

Trust Transfer: Public radio's credibility enhances destination messaging 

Community Connection: Authentic integration with local programming creates deeper audience engagement 

Cultural Authenticity: Alignment with public radio's values enhances brand perception

Sustainable Impact: Supporting public media infrastructure benefits the entire community

As streaming continues to reshape media consumption, public radio's digital platforms offer unprecedented opportunities for meaningful brand engagement. The combination of traditional broadcast reach with digital streaming capabilities creates a powerful platform for destination marketing.

Conclusion

Supporting public radio through strategic in-kind partnerships is not just socially responsible—it's exceptionally effective marketing. By investing in trusted community institutions, brands can achieve their marketing objectives while contributing to the media diversity and independent journalism that healthy communities require.

What opportunities exist for your destinations across U.S. markets where public radio stations operate and cater to highly engaged audiences?

The results speak for themselves: authentic engagement, exceptional ROI, and meaningful contribution to community media infrastructure. In an era of media consolidation and declining trust, supporting public radio isn't just good business—it's essential for maintaining the diverse, independent voices that strengthen our communities.