With a blogger identified to be the face of the first travel diary I started to compose a hypothetical itinerary that would engage her audience to become excited by the brand converting the trip into positive brand equity. Due to the concept of the brands service this trip needed to have multiple destinations to maximise the brands service demonstrating how this road trip can be stress free with the use of Wanders visa style application process. I wanted to target 3 distinct motivations for travel, adventure, relaxation and culture in order to maximise the travel inspiration and articulate the experience that awaits.
I chose 3 destinations for travel with each of these aspects in mind;
Relaxation - Montenegro
Montenegro offers a classy connotations of luxury and sophistication, travelling to the idyllic island for the first leg of the trip will create an aspirational sense of longing for a similar travel experience that will engage the audience in the concept of the travel diary. As this destination focuses on relaxation a complementary spa day will be included for Anna to experience, as a high percentage of her audience follow her for beauty content this will appeal directly to them converting this experience into positive brand equity that reflects back on the brand.
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| https://www.aman.com/resorts/aman-sveti-stefan/sveti-stefan-island |
Culture - Rome, Italy
Rome is renowned for its culture offering heritage, religion, cuisine, architecture, and fashion all in high proportion making it a cultural icon within Europe. This will provide a rich experience for Anna to blog about showcasing a range of planned excursions such as a tour of the colosseum with a local tour guide, evening meal at an authentic Italian Restaurant and a trip to the National Gallery of Modern and Contemporary Art. This will generate a brand personality of cultured and authentic and further create a consumer brand relationship through this example of influencer marketing.
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| https://www.roccofortehotels.com/hotels-and-resorts/hotel-de-russie/ |
Adventure - Alps, France
For the final stop of the travel diary a resort in the Alps provides an engaging adventure to engage an audience who are eager to try new experiences. This provides an exciting brand personality and further generates brand equity that will encourage the diary audience to want to use the brand due to the amazing experience they have witnessed through this manipulated user generated content. Excursions provided include a guided hike along the Verdon Gorges, which provides spectacular scenery, perfect for instagram opportunities and other user generated content.
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| http://terre-blanche.com |
Quote:
To make the campaign as real as possible I contacted a travel agent to generate a quote for this travel diary to better understand how this sense of influencer marketing exploits the audience in proving the trip free of charge, which generates a strong brand equity that this audience then want to engage with so book through the brand to emulate this experience. Due to the theme and style of Anna's blog, I chose to book with luxury hotels as this will most engage her particular followers and inspire them to desire such an experience which they will then associate with the brand. The quote including flights, transfers and accommodation came to £6,800 without activities, this demonstrates the level of exploitation this type of campaign develops as it is extremely unlikely any consumer will be able to re-create this experience creating a constant sense of desire they will experience when watching the campaign and hearing about Annas experience courtesy of Wander.
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| Quote from Eden; http://www.edencollection.co.uk |
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