Objectives

Generate brand awareness for The Luxury Collection asa travel authority with a diverse but cohesive portfolio of destinations

Generate engaging content for earned and owned channels

Increase followers to @theluxurycollection Instagram account

Approach

We sent five high-reach Instagram photographers, @moneal, @swopes, @newyorkcity, @wisslaren and @hirozzzz, to five sequential global destinations and encouraged their social media followers to determine the itinerary for their trips. Through a “virtual handoff” between each destination story, the influencers were able to weave together the five trips and communicate a cohesive brand narrative. We distributed the stunning photography across The Luxury Collection platforms to drive engagement on owned channels.

Results

Generated 68% increase in average Instagram engagement during the campaign on @theluxurycollection’s account

Doubled the average engagement rate on owned Global Explorer campaign content compared to all global brand posts on Instagram in 2014

Generated over 100 million hashtag impressions for #globalexplorer

Increased total Instagram followers by 78%