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SRQ DAILY May 5, 2015

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"The goal was to put out something that used native hosts writing in their own language to their home audience so that people living in Brazil or Germany felt even more connected to the destination."

- Brianne Maciejowski, Brand USA

[Tourism]  Englewood Marketed To International Travelers
Jacob Ogles, jacob.ogles@srqme.com

As a boat coasts along the clear waters off the shores of Englewood, hostess Luiza Florence, a broadcast reporter and producer with Hollywood good looks, describes the tropical temperatures and natural allure—in perfect Portuguese. A marketing team headquartered in Sarasota last month followed Florence, along with two other international hosts, around Southwest Florida capturing footage of the area attractions while shooting scripts tailored to particular international audiences. For Florence, videos are made with Brazilian travelers in mind, but videos were cut in the same trip for audiences in Germany (with host Heiko Obermoeller) and for Spanish-speaking tourists from Mexico and Latin America (with hostess Vange Tapia).

The final products are the most recent installments of Brand USA, a national effort to market American travel destinations to visitors from around the world. Miles Media in Sarasota has helped produce in the neighborhood of 650 videos. Brianne Maciejowski, the Miles account director for Brand USA, said the effort is a move beyond travel videos of the past. “For a while, most of the content used to reach international travelers was translated, subtitled videos with music only or a quite American-looking host, and it just felt aimed for domestic and repurposed for international,” Maciejowski said. “The goal was to put out something that used native hosts writing in their own language to their home audience so that people living in Brazil or Germany felt even more connected to the destination.”

The Englewood videos were done in partnership with the Charlotte Harbor Visitors Bureau, which led the hosts and video crews to such locations as Lemon Bay, Don Pedro Island and Stump Pass. The effort cost the visitors bureau $6,000 and resulted in five videos. Jerry Jones, director of film and digital media for the Charlotte Harbor Visitors Bureau, said this type of high-quality video couldn’t be done at that price without the Brand USA backing behind it. “They had four full production days,” he said. “The quality is really exceptional.” He noted that the DiscoverAmerica.com website where videos will be hosted is one of the first places international visitors coming to America come to learn about destinations. Maciejowski said the visitors bureau has full rights to use the video spots in other materials too.

The work will speak to different cultures in specific ways—Brazilians tend to gravitate to shopping and music scenes while Germans seek out outdoor adventures, for example—and have been proven tourism drivers. Brand USA’s 2013 marketing campaign, for example, resulted in an incremental increase of 1.1 million visitors to the states with a total documented economic impact of $7.4 billion to the U.S. economy. 

[Recognition]  Doctors Hospital Earns 'A' for Safety

Doctors Hospital of Sarasota has been recognized for patient safety by being awarded an A grade in the Spring 2015 Hospital Safety Score, which rates how well hospitals protect patients from preventable medical errors, injuries and infections within the hospital. The Hospital Safety Score is the gold standard rating for patient safety, compiled under the guidance of the nation’s leading patient safety experts and administered by The Leapfrog Group, a national, nonprofit hospital safety watchdog. 

Doctors Hospital of Sarasota

[Recognition]  Coastal Orthopedics Recognized for Sports Medicine

Three physicians at Coastal Orthopedics Sports Medicine and Pain Management were named to a list of the nation’s top doctors compiled by Castle Connolly Medical. The company, which helps consumers find the best healthcare possible, selected Drs. Arthur L. Valadie, Gennady Gekht and Steven J. Schafer for the recognition, choosing the three physicians from more than 100,000 applications. 

Coastal Orthopedics Sports Medicine and Pain Management

[Forty Carrots Family Center]  Supporting Parents Through Education

Forty Carrots Family Center’s comprehensive Parenting Education program strives to help families create environments that nurture healthy minds, compassionate hearts, and responsible behavior. From a teen parent who is struggling with the reality of motherhood to a couple trying to understand co-parenting and how to respond to challenging behaviors, Forty Carrots provides any willing family with the opportunity to become the family they desire. Each program offered by Forty Carrots is facilitated by specially trained Parenting Educators that travel through the community delivering a unique combination of parenting education and early childhood education. From free, drop-in Partners In Play classes held weekly at community libraries to weekly Talk & Play newborn classes at the Parenting Center, Forty Carrots has developed unique curriculums and service delivery methods to help parents understand child development in a rich and interactive learning environment. Play and caregiving relationships are the motivation and foundation for all of the Parenting Education work. Caregivers walk away with information, skills, support to better equip them in the job of raising their children. For more information about Forty Carrots parenting programs, contact Christina Rodrigues, Parenting Program Director. 

Forty Carrots Family Center is a 2015 SRQ Story Project partner and the featured non-profit organization this May. To learn more about the numerous education and outreach programs provided by Forty Carrots, visit them online at FortyCarrots.org or call (941) 365-7716. 


SRQ Media Group

SRQ DAILY is produced by SRQ | The Magazine. Note: The views and opinions expressed in the Saturday Perspectives Edition and in the Letters department of SRQ DAILY are those of the author(s) and do not imply endorsement by SRQ Media. Senior Editor Jacob Ogles edits the Saturday Perspective Edition, Letters and Guest Contributor columns. For rates on SRQ DAILY banner advertising and sponsored content opportunities, please contact Ashley Ryan Cannon at 941-365-7702 x211 or via email

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