As visual content is increasingly dominating how consumers discover products, brands, and destinations, our team worked to design an innovative campaign that showcased Carlsbad’s sandy beaches, blue ocean, floral fields, green hills, and eclectic urban environment. Influencers were challenged to create content that highlighted the perfect colorful background environments in Carlsbad, in line with the official “Pantone Colors of Travel 2018” to help inspire travelers in search of the best and most vibrant travel destinations to showcase on their social media feeds.
Our team hand-selected, vetted, and activated two high-impact travel influencers from the west coast and the southwest who had between 50-200K followers on Instagram.
The campaign involved a two-phase strategy that incorporated Pantone as a partner to increase credibility, reach, and interest amongst audiences. In Phase 1, our team worked to develop the “Primary Colors of Travel Study” in partnership with Pantone. HireInfluence conducted a study of the top 20 travel influencers to identify a handful of the top trending colors of ‘travel.’ The study involved taking a deeper look into leading travel influencers’ most engaging posts to try and understand why certain colors were connecting with audiences and what that might mean to us as a society.
In Phase 2, the colors that were chosen in Phase 1 for being the most engaging, were highlighted across the landscape of Carlsbad, California, and influencers were challenged to shoot stunning user generated content (UGC) as they chased the ‘trending colors of travel.’
The content was published across Instagram, Instagram Stories, Facebook, and Pinterest.