• by Fern Siegel , November 16, 2023

Visit Seattle devised a novel way to promote the city.

The PB& agency created “Seattle on Three,” a new series with comedian and former “Seinfeld” writer-producer Peter Mehlman.

Mehlman, who hosts his own “Narrow World of Sports” series, used his talk-show cred to speak to Seattle’s popular athletes, covering the metro from a distinct angle.

Spots include Seattle Kraken goalie Philipp Grubauer, WNBA’s leading scorer Jewell Loyd and former Seattle Seahawk Doug Baldwin.

The campaign runs across AMC Networks social and digital properties, as well as AMC+, YouTube, Visit Seattle’s owned channels and various sports publications.

“There’s a culture to Seattle sports that goes far beyond the stadium, arena or even team. This series showcases not just our passionate sports scene, but the character our athletes add to the city and culture at large,” Ali Daniels, SVP/Chief Marketing Officer, Visit Seattle, told Agency Daily.

This is the third in a series of branded content launched in 2023 for Visit Seattle. The other two are Seattle Bookmarked and Music Genesis.

“We like to think of our audience as a bit of a renaissance traveler. They like to know a little about a lot of things — and Seattle offers them the ability to do that. While sports is one of their passion areas, they are more in tune with the culture of sports vs. the stats. We wanted to lean into that,” Britt Fero, Principal-CEO, PB&, explained to Agency Daily.

Seattle is hosting the Winter Classic in January 2024 and is a host city of the World Cup in 2026.