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.
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