Each year, our team worked with Delaware North at Sequoia & Kings Canyon National Parks to coordinate and host a group media press trip.
While typically this was done in partnership with sister resort Tenaya Lodge at Yosemite, in 2016, the agency chose to organize two separate, shorter trips for each location. That decision gave us the opportunity to execute a first-ever social media influencer press trip.
Photo exposure was especially important for Sequoia and Kings Canyon National Parks because the stunning natural landscapes are a photographer’s dream. When their spectacular scenery is shared on Instagram, the parks are an automatic bucket list addition for travelers.
Attendees climbed Moro Rock for a nighttime shoot, hiked a six-mile loop through Redwood Canyon and enjoyed forest bathing among the giant redwoods. Their adventures produced incredible photographic results that sync with today’s increasingly visual audience.
The participants shared their images and their inspiration with their followers in the days and weeks following the fam trip.
Within three weeks, Instagram influencers used branded hashtags to produce:
- 50 photos
- 189,000 likes
- 2,400 positive comments
- Overall reach of 4.4 million
We received PR Daily’s Digital PR & Social Media Awards 2016 ”Best Use of Visuals” award in recognition of the campaign’s overwhelming success.