- Position Santa Monica as a premiere travel destination with Australian audience through influencer marketing partnership with lifestyle Australian fashion brand.
Australia is a top market for travel to Santa Monica. To increase awareness of Santa Monica as a choice destination prior to or following Coachella, a brand partnership was pursued with a top Australian lifestyle fashion Brand, The Spell & The Gypsy.
Strategy & Tactics
- Establish an exclusive brand partnership with Spell & The Gypsy.
- Position Santa Monica as an aspirational travel destination with Australian travelers through posts across social media channels and bespoke travel guide.
- Drive web traffic to santamonica.com with prize offer campaign.
Campaign results include:
- 20 permanent Instagram posts and 45 Instagram stories reaching 896,000 followers.
- Bespoke Santa Monica Travel guide published on spell.co.au reaching 109,000 readers.
- Bespoke pitch on influencer trip resulted in 5 pages of earned editorial coverage in the print edition of Cosmopolitan Australia magazine worth $60,000 in ad value.