“Get Your Guide” is a European-based experience booking company – with a mission of “changing how the world travels” – that had not broken through the awareness barrier in the United States.
We recognized that the traditional approach to travel branding – getting on top ten lists, for example – was the required base level of activity, but to truly move the cultural needle required a deeper and more energized connection with those who were driving the conversation.
With that as the approach, we built a disciplined, data-driven model for connecting the right influencers to the right themes, at the right time. This consistent but surprising drumbeat would elevate “Get Your Guide” to the level of leadership and related awareness that was our goal.
We tapped into the massive media buzz – fueled in part by Elon Musk – to connect Get Your Guide with the crypto explosion and the trending conversations through the most visible gurus and influencers.
Our message to Dogecoin holders –using the emblematic Shiba Inu– was to tell them to cash in their crypto now and experience what travel can be. In other words, don’t wait to go to the moon.
On an ongoing basis we featured hand-selected influencers traveling around the world; they featured us on their Instagram feeds, and Get Your Guide repurposed the content on their channels.
The secret digital sauce here was the way that we briefed the influencers so that they connected their authenticity, their personal mission of “changing how the world travels” to that of Get Your Guide
We capped our influencer campaign with a mega-personality: Seth, known as #dudewithsign. Our team arranged for Seth to show up in front of a Get Your Guide billboard, which had one of his hand-scrawled signs reading “Socks Are Not Gifts.”