From insight to impact, one connected progression. Multicultural marketing services for travel and beyond.
01
Consulting + Strategy
(how we think)
Strategic counsel at the leadership level. For brands and organizations that need a thought partner to frame the opportunity, define the audience strategy, and build the internal case for investing in growth audiences or movements.
Services
• Fractional CMO Services
• Executive Consulting
• Internal / Corporate Communications
• Thought Leadership
• Speaking
02
Culture Counsel
(how we listen)
The listening and research engine. Qualitative and quantitative insight work that goes into communities first — before any messaging is created. The research is not just a deliverable — it’s the foundation that makes everything else authentic.
Services
• Advertising Effectiveness Studies
• Consumer Research
• Hispanic Focus Groups
• Black Focus Groups
• LGBTQ+ Consumer Research
• Community Engagement
03
StoryStudio
(how we create)
The creative and narrative layer. Where community insight becomes brand platform, campaign concept, and storytelling. Here client goals and objectives are expertly communicated, transcreated and delivered through social content, PR and communications, owned - and influencer campaigns.
Services
• Branding
• Creative Strategy
• Public Relations
• Multicultural Creator Campaigns
• Digital Content Strategy
• Video & Photography
04
MOSAEX™
(how we deliver and measure)
The proprietary media and digital advertising platform. Where the strategy, research, and creative get activated in the market through intelligent, culturally-targeted paid media. Our 4R framework ensures the media targeting is rooted in authentic audience intelligence rather than demographic data alone.
Services
• Digital Advertising
• Growth Audience Segmentation
• Campaign Measurement
• Campaign Optimization
• CTV, OLV, Digital Audio, Social, OOH and Native
Our 4R Framework
Our proprietary framework designed to navigate the complex intersection of brand, and community truths paired with growth audience motivators.
Because the most compelling marketing stories emerge from authentic community truth. That’s culture.
And that’s what we build from.
Representation
Most brands think representation starts and ends with casting. It doesn't. True representation means your brand reflects the lived reality of the audiences you claim to want, not a sanitized, stock-photo version of diversity. It means showing up in ways that feel familiar, not performative.
We push brands past the comfort zone of "inclusive imagery" and into the territory of cultural truth.
Because if your audience can't see themselves in your story, they're not buying it, literally.
Relevance
Culture isn't a checkbox — it's context. And context is everything. Relevance means understanding that a message landing with one audience can completely miss another, even when the product is the same.
We dig into the cultural nuances, the media habits, the unspoken motivations that drive decision-making within growth audiences.
Generic messaging, and language translations don't just underperform, they signal to multicultural consumers that your brand hasn't done the work.
We make sure you have.
Resonance
Awareness is easy. Resonance is earned. It's the difference between a brand that gets noticed and a brand that gets remembered, one that sparks emotion, conversation, and loyalty.
We craft campaigns that don't just reach multicultural audiences but actually move them. That means creative and messaging rooted in cultural insight, not assumptions.
When your brand resonates, it stops being an interruption and starts being a welcome part of the conversation.
Reach
Even the most culturally brilliant campaign means nothing if it doesn't land where your audience actually lives. Reach isn't about blasting a message everywhere — it's about precision.
Through MOSAEX, our proprietary multicultural media activation platform, we place your brand across the channels, platforms, and publishers that growth audiences actually trust and engage with. No wasted impressions. No guesswork. Just strategic, data-driven placement that turns cultural relevance into measurable results.
Services
Consulting + Strategy
Pioneering inclusive thought leadership for global brands who value authentic community and consumer engagement, and culture-forward brand marketing and communications strategies.
For Brand USA, the USA's official global brand marketing agency we delivered 'MyUSA' an employee-centric, culturally-relevant communications strategy and platform to increase talent engagement and center America's cultural passion points among a talented team of marketers.
WayAway, a new to market global digital application entrusted us with auditing and recommending optimal content and language usage to ensure an inclusive and culturally representative UX across its mobile application and desktop content environments.
The Events Industry Council, the preeminent international meetings and events association entrusted The Culturist Group with the research and development of industry-wide Equity Task Force member engagement, communications and original research to guide the association's equity objectives.
Services
Culture Counsel
Deep dives into the cultural intelligence and research findings driving growth audience impacting trust and brand resonance.
The Economic Power of Inclusive Travel: Key Findings from "Traveling in Color"
Moving beyond demographic tick-boxes to understand the shared values and cultural psychographics that drive modern consumption.
The Latest Census: An Emerging America and Lessons for Marketers
Shifting demographics create opportunities to understand how travelers choose to prioritize their decisions based on their values, identities, and preference - all things influenced by the cultural movements.
Increasing Growth Audience Visitation to Portland, Oregon with Cultural Insights.
Travel Portland sought to validate growth audience(s) that over-indexed for positive sentiment about Portland as a destination, by further exploring the motivations, barriers, and cultural considerations related to Portland.
Services
StoryStudio
Narrative, PR and digital storytelling rooted in cultural intelligence that drives brand growth, business performance, and authentic engagement.
Our program of inclusive storytelling for Sydney, Australia and media and multicultural and LGBTQ+ creator visits delivered $26.8M AUD advertising equivalency in earned coverage and combined with a range of conversion-driving partnerships activity, contributed to 50% of global visitation to Sydney for WorldPride 2023 coming from the U.S.
An earned partnership for Puerto Vallarta, Jalisco (Mexico) with a Los Angeles and Southern California NPR station delivered a digital radio campaign for a Mexican destination, earning over 3.2 million earned media impressions and nearly $185,000 USD in added advertising value, delivering an ROI of 20:1.
Fort Worth, Texas tapped us to build a Hispanic strategy that went far beyond translation. We convened local culture shapers to listen to how they see themselves and their city. “Nos Vemos en Fort Worth” - “we see ourselves” and “we’ll see you” emerged. The Fort Worth Hispanic Chamber leveraged the platform to welcome the US Hispanic Chamber National Conference, bringing 2,000+ leaders and an estimated $2M+ in economic impact to the city.
Services
MOSAEX™ is the proprietary multicultural programmatic media activation platform from The Culturist Group developed after conducting hundreds of hours of research with brands, agencies and advertising technology partners to study the gaps present in multicultural and growth marketing.
Our market research showed that a lack of cultural fluency, paired with lazy targeting and ineffective creative left many frustrated and seeking expertly-built solutions that deliver performan
Our proven framework, audience intelligence, cultural fluency and storytelling expertise has yielded a single offering designed for organizations that want to compete for growth audiences without overcommitting their budgets.
FAQ
What does a typical Culturist Group engagement look like?
Engagements vary by client need, but most begin with a strategy phase — a cultural audit, audience assessment, and 4R Framework evaluation — followed by either a consulting deliverable, storytelling narratives delivered through earned media or influencer relations work, or a MOSAEX media activation, or an integrated campaign. We work on project and retainer bases.
Do you work with brands outside travel and tourism?
Yes. While travel and tourism is our flagship sector and deepest area of expertise, the 4R Framework and MOSAEX platform are designed to apply to any brand with a meaningful growth audience opportunity — including consumer goods, entertainment, financial services, and real estate.
What makes The Culturist Group different from a general multicultural marketing agency?
Two things: depth and methodology. Our depth comes from 25+ years of senior-level experience in destination marketing — one of the most culturally complex marketing categories in the world. Our methodology — the 4R Framework and MOSAEX platform — gives clients a repeatable, measurable approach to multicultural marketing rather than campaign-by-campaign improvisation.