Press Release
September 18, 2017

Media Contact:
Alisa Carroll, Visit Seattle
(206) 461-5862 | acarroll@visitseattle.org

 

Visit Seattle Teams Up with CBS to Launch The Emerald Race  

Reality stars from The Amazing Race take to the land, sea and sky to explore Seattle and run into some of the city’s famous locals along the way

SEATTLE
– Visit Seattle, the official destination marketing organization, is launching a new content series with CBS today called The Emerald Race, which will air on CBS.com, VISITSEATTLE.tv, and YouTube. The series features stars from three past teams of the hit TV show The Amazing Race, competing to experience as much as one city – Seattle – can offer. Seattle native Catherine Giudici Lowe, winner of season 7 of The Bachelor, serves as race host. The teams include fan favorite ultimate Frisbee buds Brodie Smith and Kurt Gibson from season 28; food scientist best friends and winners of season 25, Amy DeJong and Maya Warren; and Cindy and Ernie Halvorsen, winners of season 19.

The couples “race” through multi-sensory Seattle experiences to see who can take in the most of not only the city, but also its nearby natural surroundings. Seaplanes, kayaks, sailboats, off-road rally cars, and bikes whisk the teams from one corner to the other, from outdoor adventures just outside Seattle—like in the mountainous setting of TV’s Twin Peaks—back to the city in time for cocktails and dinner. Along the way, they are challenged to find Seattle celebrities like musician Ryan Lewis and Seattle Seahawk Michael Bennett, who provide clues and the teams’ next challenges.

“Creating video content like The Emerald Race enables us to tell the Seattle story in an authentic, entertaining way—through the eyes and excitement of our guest stars—whose reactions and perspectives tell our story in ways we never could.” explains Ali Daniels, Senior Vice President and Chief Marketing Officer for Visit Seattle. “The travel planning cycle has shifted considerably with the abundance of video content and the advent of social media engagement. Our goal is to create content that people will seek out and enjoy, keeping Seattle top of mind, even when they may not be thinking about their next trip.”

New episodes of The Emerald Race will air Mondays through October 23, on CBS.com, VISITSEATTLE.tv, and YouTube.

The Emerald Race is one of Visit Seattle’s latest releases in a wide assortment of award-winning original content accessible on VISITSEATTLE.tv. In under two years, Visit Seattle, with its agency of record PB&, has produced seven unique series with an average view-through rate (VTR) of 70 percent, nearly 22 million views on YouTube, and watch time totaling more than 46 million minutes (the equivalent of watching consistently for 88 years).

VISITSEATTLE.tv has earned numerous industry accolades, including three local Addy Awards, an HSMAI (Hospitality Sales and Marketing Association International) Adrian Platinum Award, and the ESTO (Educational Seminar for Tourism Organizations) Judge’s Choice Award.

About Visit Seattle
Visit Seattle has served as the official destination marketing organization (DMO) for Seattle and King County for more than 50 years. A 501( c ) 6 organization, Visit Seattle enhances the economic prosperity of the region through global destination branding along with competitive programs and campaigns in leisure travel marketing, convention sales and overseas tourism development. Nearly 40 million annual visitors spend $7 billion in the city and county each year. The economic power of travel and tourism generates 74,000 Seattle area jobs and contributes $718 million in annual state and local tax revenue.

 

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