Food & Wine hires social influencers to cover Classic event

06/13/2013 | Adweek

Food & Wine hired a group of influential photographers from outside the food journalism industry to promote its Food & Wine Classic in Aspen, Colo., on a Tumblr campaign. They include lifestyle photographer Alice Gao, interiors photographer Noah Kalina, and Instagram portraits and landscapes specialist Chris Ozer, all of whom are participating in "The F&W Classic Photo Project." The photographers will post photos to their own Tumblr accounts, as well as the magazine's in an effort to reach audiences beyond the publication's traditional readership.

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