PUTTING TRAVELLERS’ MINDS AT EASE during a global pandemic
Travel was suddenly thrust into the spotlight during the COVID-19 pandemic.
Is it safe to go abroad? What happens if there’s another lockdown?
We needed to show our followers that it was safe to travel to the SOL destinations once again.
The Challenge
In June 2020, 68% of people said that they were not planning to travel internationally in the next 6 months.
With an obvious unease to travel, we saw audiences turning to influencers as a source of information and inspiration when facing their ‘new normal’.
As influencer marketing experts, we’ve seen first-hand that influencers can be a trustworthy route for brands wanting to get a message across to their audience, and the message was clear: now more than ever it was vital for influencers to be producing authentic and informative content for their followers.
THE APPROACH
@mummiella x SOL by Meliá
Following the reopening of a number of Spanish SOL by Meliá hotels, we developed a strategy to partner with Spanish influencers, promoting domestic travel and amplifying the message of safety.
Our first port of call was partnering with popular Spanish lifestyle and travel influencer @mummiella to ensure that our audience were seeing that it was not only safe to travel from the brand, but from a trusted source as well.
She stayed at Sol Beach House Ibiza for 4 nights, sharing destination-focused content with messaging which focused on safe travel using the hashtag #StaySafeWithSol.
To compliment this we reposted all content to the Sol by Meliá brand Instagram account, amplifying its reach and furthering engagement.
THE IMPACT
As well as landing the key message of the safety of the hotels, we’d generated a buzz around the brand.
They saw an additional 829 followers to the Instagram profile — an increase of 4% over the span of just 4 days. We also saw a 150% increase in engagement.
The campaign as a whole and the numbers we’ve seen are continuing to showcase the positive effect that influencers have on opinions and trust towards brands.