Food & Wine's Unconventional Tumblr Strategy

Taps non-food bloggers to cover signature event

There are a lot of creative ways media outlets use Tumblr: to post niche content that wouldn’t otherwise get published, surface archived material, interact with their audiences and answer subscriber questions. But with as much freedom as the platform allows, companies tend to draw from their own resources and audiences.

That’s what sets apart Food & Wine’s Tumblr initiative for its signature event, the Food & Wine Classic in Aspen. The American Express Publishing brand has hosted the Classic for 31 years, long enough for it to have been covered to death by food journalists.

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