Travelocity
Millennial Bucket List
To better connect with young travel enthusiasts on Instagram, Travelocity utilized PMG to partner with popular social influencers to share their own #TravelocityBucketList global adventures and promote a Travelocity $5,000 dream trip sweepstakes to their fans.
Services
6.3M
Impressions
(320% above goal)
1.2M
Engagements
44%
Increase in Travelocity’s Instagram followers
Challenge
Because young travelers are more interested in travel experiences rather than destinations, OTA sites such as travelocity.com were not gaining traction with the more hip, youthful generation of adventurers. Travelocity wanted to change their social impact to help connect the brand with this new, digitally-savvy Millennial audience.
Strategy & Approach
PMG was brought on board to help bring prominent social figures into the campaign. Through the use of their influential voices, these social influencers partnered with Travelocity in highlighting the unique experiences they have had while traveling.
To ensure maximum reach, PMG curated social travel content ranging from people playing with seals in the Galapagos to hiking the Tour du Mont Blanc and touring waterfalls in Bali by partnering with both well-known travel influencers and adventurous micro-influencers. By amplifying the influencer content, Travelocity was able to extend their reach to new social followers and revitalize their role in the travel planning experience among young travelers.
Results
From influencers like The Blonde Abroad and Cody Andrew to adventurous micro-influencers in the travel category, content creators captured their “Bucket List” destination and encouraged their fans to join in on the fun by sharing what’s on their bucket list to enter the sweepstakes. The influencer campaign resulted in more than 6.3 million impressions and over 7,000 sweepstakes entries.