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Case Studies.
Client Work.

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Integrated Services: 

  • Community Engagement

  • Multicultural Travel Audience Strategy

  • Integrated Campaign Planning

  • Narrative Development

  • MOSAEX Media Planning & Buying

  • Thought Leadership

  • Industry Relations

  • Measurement

Empowering Harriet Tubman’s Chosen Hometown in Upstate New York.

Entrusted by the Cayuga Office of Tourism to create a strategic messaging framework, creative identity and  multicultural digital marketing media plan that spoke to BIPOC audiences that celebrated and respected Harriet Tubman’s legacy, TCG developed and launched "Make it Count," a campaign and brand identity that communicated the transformative nature of the Tubman’s chosen hometown of Auburn, New York for BIPOC visitors.

Placing Sydney, Australia as the Center of LGBTQ+ Inclusivity for WorldPride.

The Culturist Group and its client Destination New South Wales (DNSW) positioned Sydney as Australia’s most diverse, inclusive, and proud LGBTQ+ destination in the Asia Pacific region to a far-reaching U.S. audience to generate awareness and visitation for Sydney as the host city of WorldPride 2023.

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The Culturist Group and its client Destination New South Wales won the "Best Multicultural Communications Campaign" in Travel  PRSA LA PRISM Award and the Bronze HSMAI Adrian Award for this initiative.

Key Image - Sydney WorldPride (Ben Graetz as Miss Ellaneous) - Credit Anna Kucera LR.jpg

StoryStudio Services: ​

  • Earned Media Strategy

  • Digital/Influencer Strategy

  • Narrative Development

  • AOR / U.S. Market Representation

  • Media Relations

  • Familiarization Planning

  • Media Events

  • Airline / Hotel Partnerships

  • Budget Management

  • Measurement

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Integrated Services: ​

  • Multicultural Audience Strategy

  • Integrated Campaign Planning

  • Narrative Development

  • Bilingual / Spanish Language Advising

  • MOSAEX Media Planning & Buying

  • Media Coaching

  • Broadcast & Editorial Guidance

  • Measurement

Inspiring Hispanic Travelers to Connect to ‘Tu Cultura’ in Jalisco, Mexico.

Armed with the insight that U.S. born, Millennial Hispanics, an audience segment targeted by our client, overwhelmingly take to English-language media, TCG developed a messaging and paid media strategy that reinforced cultural connections under the ‘Tu Cultura’ central theme in contextually-relevant mediums. By aligning Jalisco's offerings with Hispanic cultural motivators and strategically timing our campaign, we created an authentic "homecoming" narrative that resonated deeply with the target audience. Our expertly crafted strategy not only met but significantly exceeded expectations, delivering outstanding value and reach for our client.

Helping Visit Carlsbad, California Define Its Multicultural & Inclusivity Strategy.

Visit Carlsbad’s Multicultural and Inclusive Destination Marketing Roadmap is a 16-page custom strategy document that articulates specific and detailed recommendations that work to reinforce the destination’s Strategic Plan and Visit Carlsbad’s brand marketing program. Our approach relied on reviewing existing brand research and methodologies, positioning documents, owned channel marketing, and communications, as well as conversations with Visit Carlsbad leadership to help understand opportunities to improve multicultural infrastructure and consumer perception compared to the destination’s competitors. 

Applying Sunscreen

Advisory Services: ​

  • Discovery & Marketing Audit

  • Secondary Research Analysis

  • Multicultural & Inclusive Destination Strategy

  • Consulting

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