Luxury Hoteliers Magazine 3rd Quarter 2019 | Page 17

create the itineraries, as they do with all Loyalty Members, to make sure every moment of each influencers’ trip was special continuing the tradition of making sure their guests are treated with luxury experiences. Trips were shared live on the influencer’s Instagram stories where Seeker Project was always top of mind, and amplified by Travel Mindset’s own social channels for added reach. Each property further shared the social content on their own social channels, tagging the influencers and encouraging their existing followers to take the quiz and join the new loyalty program. All the influencers had incredible engagement on Instagram, and additionally brought other content into the mix and amplified it on their other social channels for additional exposure. For example, Getting Stamped added a video from their stay to their IGTV and Facebook pages and Ckanani created an impressive travel guide with links to the quiz and shared with over 2 million followers on Pinterest. By identifying each influencer’s strengths, Travel Mindset was able to create individual deliverables that matched each influencer’s greatest talents and highest performing social channels. Additionally, with Travel Mindset’s amplifying posts, we A/B tested all the influencer content and added more paid media behind the posts that performed the best. The magic formula for AccorHotels was tapping into their target markets at multiple touch points and throughout the day. Instagram allowed them to partner with influencers who knew how to create content that spoke directly to their target market, in a fresh, trusted and creative way. About the author Jade Broadus is the Vice President and Creative Director at Travel Mindset, a niche-marketing agency that specializes in influencer marketing for the tourism and lifestyle industry. From overall creative strategy to social media and influencers, online and offline activations and every little decision in between, Jade develops the most engaging and innovative marketing campaigns. With her team, Travel Mindset has managed and executed more than 300 marketing campaigns for clients such as Fairmont Hotels, AccorHotels, Virgin Atlantic, Celebrity Cruises, Airbnb, and country, state and city DMOs and CVBs from all over the world, including Visit Britain, Visit California, Visit Memphis, and Morocco Tourism. In addition to Travel Mindset, Jade is the CEO of Vagabond3, an award- winning travel blog with over 100K followers. She photographed and wrote travelogues for National Geographic and many in-flight magazines including Turkish Airlines, written in-depth guides and how-tos for Expedia, Marriott/ Rewards, Lonely Planet, WhatToExpect, Nashville Lifestyles, and various other print and online publications. ILHA 17