Travel brands are embracing the reach and sway of influencers. People trust influencers and that is why they provide an opportunity for travel agents. Different businesses invest in influencer campaigns not only because of their reach but also because of the quality of their content. The tourism industry has been impacted by influencer marketing and this has also been possible because of tools like Instagram stories. Influencers often use travel-related content to inspire followers to travel to places that they suggest.
Boston Hopes to Increase Awareness of the City
Boston has decided to leverage the special relationship between influencers and their followers. Tourism can contribute to economic growth as it generates income. The content generated by influencers is seen as authentic and trustworthy by their followers and this has been proved to be effective in boosting awareness about a brand. Here, Boston is the brand that the Greater Boston Convention and Visitors Bureau, or the GBCVB wants to tell a story about. The bureau wants people to know about the city’s multiculturalism so that it boosts tourism and helps the growth of business in historically marginalized communities. The bureau also aims to do away with the stereotype that Boston is not as welcoming a city for black or brown visitors.
The Campaign
The marketing campaign called “All Inclusive Boston” was started by the collaboration between the Bureau and Marty Walsh, the former mayor of the city. It was the first time that City Hall had invested funds to give tourism the boost it needed. This campaign was launched again this April under Mayor Michelle Wu, the first person of color to serve in the city’s top office. The campaign wants to make Boston appear as a welcoming city. The campaign has collaborated with Black Girl Digital, a marketing agency for influencers, the founder of which is La Toya Shambo. A diverse set of influencers from Boston and other parts of the country will participate in the campaign. They will share personal stories about the city which would pull at the heartstrings of their followers. The campaign aims to be inclusive and black, Asian, white, and LGBTQ+ influencers from cities like Boston, Atlanta, Chicago, and New York will participate in it.
Level of Commitment
This campaign is more important than a one-time assignment as the bureau has shown its commitment to investing in it. The GBCVB team has stated certain neighborhoods that have been underrepresented in previous marketing campaigns for Boston. Some of these neighborhoods are Dorchester and Jamaica Plain. The bureau worked with Shambo’s team to find 14 influencers from Boston who would create content in the form of vlogs, stories, and film reels in those neighborhoods. The influencers have been given a list of hotels and local spots but the perspective they would use in the campaign, #AllInclusiveBos would be singularly their own. The influencers would not only improve the image of the destinations, but they would also try to create awareness of the destination as part of the identity of the city.
The feedback on the campaign has been quite positive thus far, as some establishments like the Blue Nile, an Ethiopian restaurant, have generated more income by being associated with the campaign.
The author Dara Busch is Co-CEO of 5WPR, a leading travel PR firm.
