California is synonymous with authenticity, and one way to optimize on that foundational aspect of the state’s identity is by tapping real people to lend their voices and amplify that message.
In FY16/17, Visit California’s digital influencer marketing efforts did just that, delivering authentic and engaging content to audiences spanning the globe with the help of some of each market’s top trendsetters and personalities.
Year-round, members of the global PR team cultivate vital relationships with key digital influencers to give the California brand a local voice in international markets. As an essential part of the overall media mix that includes traditional print and broadcast media, digital influencers are integrated into most PR activity.
Digital influencer content – designed to deepen the connection between social media users and the Golden State – fueled inspiration by amplifying Visit California’s marketing programs and experience pillars this past year. The approach in working with digital influencers is editorially driven, meaning that they are treated similarly to traditional media.
Visit California’s work with digital influencer partners came to life via numerous Twitter chats to showcase statewide opportunities for culinary experiences, outdoor adventure, family travel and more – all in 140 characters or less. Chats included #DreamEats with @Foodiechats; #CatchtheWinterWave with @passionpassport; and #Kidifornia with @travelingmoms. In total, the chats resulted in more than 14 million global impressions. Additionally, statewide industry partners were able to participate in all Twitter chats, sharing unique opportunities and engaging with Twitter users everywhere.
Read more about Visit California’s family travel digital influencers here.
Influencer trips allow Visit California to harness the power of social media stars and connect their followers directly with the California brand. In a global market-by-market approach, Visit California secured influencers like fitness star Joe Wicks from the U.K., action sports fanatic and snowboarder Jina Lee from South Korea (named one of Vogue’s Top 5 Female Skateboarders to follow on Instagram in June 2016), and travel and lifestyle influencer Stephanie Be to optimize messaging around specific marketing campaigns.
Additionally, Visit California hosted InstaMeets for Instagram influencers to do what they do best – share highly engaging visual content – with California messaging. FY16/17 InstaMeets included the “Kidifornia” sand sculpture activation in New York City with prominent California-based sandcastle builder Todd Vander Pluym, and the California Dream Eater collaboration with #FoodieChats and California Restaurant Month, over a special dining experience for attendees.
By using the influential power of prominent online personalities, Visit California was able to expand its reach and deliver content that is authentic, trustworthy and engaging across a variety of platforms. As digital influencers help California tap into new users and audiences across international markets, the possibilities for organic engagement and inspiration to travel are seemingly endless.
Visit California’s top global digital influencers:
» Australia: Tim Robards, TV personality and fitness fanatic
» Brazil: Bruna Viera, celebrity blogger
» Canada: Scott C Bakken, top travel and adventure influencer
» China: Monica Zhu, food and wine specialist and WeChat influencer (WeChat ID: monicastravel)
» France: Fringe and Frange, famous fashion and travel influencer
» Germany: Andre Josselin, photographer and social influencer
» India: Kishwer Merchantt and Suyy ash Rai, celebrity influencer couple
» Italy: Simona Sacri, award winning travel blogger and influencer
» Japan: Hiroe Hirano, top luxury influencer in beauty products
» Mexico: Marck Gutt, freelance travel writer and Instagram influencer
» Scandinavia: Jonna Jinton, Swedish blogger
» South Korea: Soo Young, top Korean celebrity
» United Kingdom: Joe Pickard, Instagram influencer
» United States: Louise Roe, fashion and luxury influencer
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