Indiana Office of Tourism Development
2019 Spring / Summer Visit Indiana Influencer Campaign
Influencers
Overview
The Indiana Office of Tourism Development approached Bohlsen Group during their second year of wanting to include Influencers in their annual spring/summer travel campaign. They were looking for a new way to manage the program and get more influencers involved for their second year to increase awareness about partnered Indiana destinations, as well as drive traffic to specific destination-driven landing pages.
Bohlsen Group developed an influencer plan that outlined choices for influencers for all six partner destinations. The influencers were chosen based on demographics, destination needs, location and availability. Each influencer was given performance metrics to reach to ultimately be seen as successful for the campaign. BG then worked with partner destinations to set up two-day trips for the influencers to take to the different destinations.
Results
At the end of the travel season, the campaign had delivered over 1.9 million impressions and over 77,000 engagements with the content spread over five different platforms including Facebook, Instagram, Pinterest, YouTube and blogs. The overall campaign engagement rate was 3.92%, which lands in the industry's high engagement range. Each influencer reached their set performance metrics or exceeded them; some even reaching over a 6% engagement rate.