Branded content is booming in the US across all business categories and all media channels. While, nearly every company is partaking in content initiatives via social and digital channels, it's tough to break through the clutter and really resonate. The content has to be really well done and contextually relevant (to your audience or to current trend) or there has to be a sizable media campaign driving awareness of, and traffic to the content initiative.

While few government imposed regulations exist barring branded content, the barriers of entry on the television side usually center around budget. Most networks, both broadcast and cable, require six-seven figure media buys on the network to integrate branding into an already established show or an original series. There are creative ways around this where the brand is truly adding value to the production or the storyline, but more often than not television will require a large buy-in.

Film works a bit differently, where integration opportunities often come down to the director's preference, though pledging an extensive promotional budget with the studio can greatly increase the exposure in content. Otherwise, the brand itself will have to raise enough money to produce and distribute the content.

1. We leveraged our partners' reach to drive awareness - Virgin Australia, Squarespace, Shazam and Cuisinart.

2. PR campaign with placements in 40+ publications reaching a total audience of 43.3MM+. Including Live with Kelly and Michael (3.2million viewers), The Late Show with David Letterman (2.7million viewers) and Late Night with Seth Meyers (1.5million viewers).

3. An integrated social campaign with an overall following of 1,198,562+

4. Avec Eric/Squarespace ad spots, which ran on selected TV channels including Cooking Channel, Food Network and in taxi cabs.

5. Weekly highlights and editorial on Yahoo! Food and Yahoo! Travel

6. Tourism Australia owned channels

7. After initial broadcast the series will be broadcast internationally and online through various distribution channels

To date (only mid-season), through various partnerships and PR, the total impressions for the series is 141,835,658.

86% of Avec Eric’s total reach contained Australia.

Average impressions per episode is 23,639,276.

Total impressions from earned media totals 43,301,898+.

Total social followers 1,198,562+

200,000+ page views on the Avec Eric website

Squarespace combined 40,000,000+ impressions

The agency exceeded the desired 3 partner opportunities, delivering 5 States (NSW, Victoria, Northern Territory, South Australia, Western Australia), 1 airline (Virgin Australia) and 1 Wine Australia partner.

The agency Content’s partnership with Virgin also illustrated how easy it is to get to Australia, highlighting experiences including easy check in, services on board, lounges etc.

Consumer insights showed Tourism Australia's affluent traveler likes to get inspiration from many places in a fragmented media market, from TV to digital. The agency delivered content across PR, broadcast and digital.

Finally, Tourism Australia found influencers to spread their message, not just in Eric Ripert, but through the series’ US premiere event, which attracted some of the country’s greatest food figures including Top Chef’s Gail Simmons.

After initial broadcast the series will be broadcast internationally and online through various distribution channels resulting in a prolonged period of exposure for Tourism Australia. Tourism Australia now have compelling food and wine content to use in perpetuity.