Tourism Influencer Campaign
The Tennessee Aquarium, in partnership with the Chattanooga Tourism Co., came to us for assistance in encouraging more visitors to the aquarium and the River City. We partnered with local and regional influencers to share what a day in Chattanooga looks like for visitors.
Based on data provided by the Tennessee Aquarium, we found that the recommendation of a friend is an incredibly strong driver of visits to the aquarium. Influencer marketing wields a similar effect, with people responding strongly to the recommendations of those they trust on social media — 71% of consumers are more likely to make a purchase based on a social media reference.
Divided equally between the aquarium and the Chattanooga Tourism Co., we connected with 22 social media influencers for 23 activations. To ensure we hit on audiences in the Tennessee Aquarium’s and the city’s feeder markets, we identified influencers from Nashville, Atlanta and Knoxville who ranged in their social focus and following — working with popular parents and cute couples to trendy fashion bloggers and up-and-coming musicians. By focusing on each individual influencer’s passion points, we were able to deliver a unique and authentic experience that resulted in compelling, engaging content.
Our marketing team consulted with each influencer, requesting two static social posts, eight to ten Instagram Stories and evergreen photos captured while on their trips to Chattanooga. Each of the 22 influencers went above and beyond, exceeding those requests, offering far more Instagram Stories, a plethora of static posts and in-depth blogs written to summarize their tour.
