Quantcast
Digital

Instagram Influencers Double the Reach of Los Angeles’ Latest Campaign

@jclampet

Skift Take

Most destinations are still trapped in a cycle of poorly made YouTube videos and print ads, causing them to miss out on major opportunities awaiting in today’s most popular social and visual apps.

— Samantha Shankman

DiscoverLA recently wrapped up a campaign that highlights celebrities’ and locals’ experience and love for the city.

But when looking to spread the word on the #LAStory campaign and collect new submissions, the tourism board ditched traditional media buys for a new kind of influencer.

DiscoverLA started reaching out to Instagram influencers whose followings can make a single post more valuable than an entire magazine ad, but the cost of a single photo can start at $1,000 in this growing underground economy.

Instead DiscoverLA’s vice president of digital marketing, Bill Karz, tried to trade a once-in-a-lifetime experience for a few Instagram posts. Karz reached out to the Getty Center with the goal of getting the influencers’ photos off a smartphone and into the city’s most renowned cultural institution. The plan worked.

During one of the Getty Center’s summer concert series Saturdays Off the 405, the influencers’ photos tagged with #LAStory were projected onto the actual Getty Center throughout the event.

DiscoverLA worked with 15 Instagram influencers including Rosewood Creative co-founder Matt Bauer and photographers Jessica ZollmanDan Marker-MooreLauren Randolph, and Pete Halvorsen, to spread awareness of the campaign.

Their individual followings range from 38,000 to more than 234,000 people.

In total, the #LAStory campaign resulted in 25 million organic social media impressions over three months, half of which were said to be a direct result of the influencers’ involvement.

Below are some examples of the influencers’ #LAStory posts:

More Stories Below ▼
TripAdvisor In Tiff With Vacation Rental Managers Over FlipKey Changes
The Vacation Rental Technology Ecosystem
Trend Report

The Vacation Rental Technology Ecosystem

Haiti Is Counting on Haitians Abroad to Help Reinvigorate Tourism
The Rise of Personalized All-Inclusive Luxury

The Rise of Personalized All-Inclusive Luxury

4 Hospitality Trends We’re Tracking at Skift This Week
The State of Travel Media 2015
Trend Report

The State of Travel Media 2015