Influencer marketing isn’t just a passing trend—it’s become the secret sauce behind successful destination campaigns, transforming passive wanderlust into actionable travel plans. The numbers speak for themselves: the industry grew from a modest $1.7 billion in 2016 to a staggering $32.55 billion by 2025.
And the trend shows no signs of slowing down, with 63.8% of marketers planning to collaborate with even more influencers. But it’s not just about bigger budgets—it’s about smarter strategies. Think authentic connections, long-term partnerships, and the sweet spot of micro-influencers who offer high engagement at a lower cost.
One campaign that perfectly encapsulates these shifts is the Cincy Region’s influencer-driven adventure. With a clever mix of storytelling, interactive itineraries, and seamless booking integration, it turned curiosity into concrete travel plans. But how did they pull it off, and what can brands learn from their success?
Keep reading to uncover the inside scoop on this campaign and discover the top campaigns shaping the future of destination marketing.
- 1. Cincy Region's Road to Success: The Influencer-Infused Travel Itinerary That’s Stirring Up Midwestern Charm
- 2. Tennessee Tourism’s Road to Success: From BBQ to Moonshine, This Campaign Was a Smokin’ Hit
- 3. #BeSeduced by Abu Dhabi: A Voyage Privé Campaign That Gave Travelers More Than Just Sun and Sand
- 4. Coastal Grandmother Goes Viral: How Carmel-by-the-Sea Rode the TikTok Wave to Success
- 5. Kefalonia Takes the Spotlight: How Marketing Greece Turned an Island into a Social Media Sensation
- 6. Thailand’s Social Media Takeover: How Steller Transformed a Tight Campaign Budget into Millions of Impressions
- The Future of Destination Campaigns
- Frequently Asked Questions
1. Cincy Region's Road to Success: The Influencer-Infused Travel Itinerary That’s Stirring Up Midwestern Charm
When it comes to destination marketing, sometimes the most unexpected places leave the biggest impression. Enter the Cincy Region, where Midwestern warmth meets Southern hospitality.
Their latest influencer-driven campaign, aimed at wooing travelers from Atlanta and Cleveland, was more than just a travel guide—it was a masterclass in blending authentic experiences with digital storytelling. Here's how they made travelers fall in love with the Cincy Region, one influencer-led itinerary at a time.
Strategic Approach Highlights
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Targeted Markets: Focused on travelers from Atlanta and Cleveland—fly and drive markets, respectively.
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Creator Selection: Chose influencers with not just large followings but a knack for compelling storytelling that could ignite wanderlust.
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Social-First Campaign: Steller’s platform was used to create interactive itineraries featuring immersive video content.
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Automated Booking Journey: Integrated social content with seamless booking tools, guiding users from inspiration to action.
The Campaign That Took Off
Steller’s creator-led campaign took over social feeds, from breathtaking street art in Covington, KY, to bourbon-tasting adventures in Cincinnati’s historic lager tunnels. Two creators lived like locals, exploring the region’s food scene, historic landmarks, and vibrant arts culture.
What made this campaign truly pop was the seamless connection between inspiration and action. As the influencers shared their stories, viewers were drawn into Steller’s video-infused itineraries, each offering a virtual map to their own adventure. 30% of viewers dove deep, exploring itineraries with interactive video guides, hotel suggestions, and even booking options right in their DMs.
That’s some next-level travel planning, folks.
And just to add a cherry on top, one of the itineraries quickly became the most-shared itinerary on Steller, with over 12,000 users saving it for their own future trips—a major feat in a platform featuring over 60,000 travel options. The content didn’t just vanish after posting either; it was strategically featured on the Steller platform homepage and Visit Cincy’s website, ensuring that Cincy’s charm continued to shine long after the campaign’s initial burst.
Impact and Results: Exceeding Expectations
The result? A content avalanche that reached over 838K people, generating 12.2 million impressions—and that's just the beginning.
With a $1.2M earned media value and a $2.05 CPM, this campaign wasn’t just a success—it was a strategic victory. Engagement rates were off the charts, with a stunning 8.24% social engagement rate (far above the typical 6.7% for Instagram and 2.7% for TikTok). The Cincy Region didn’t just meet their goal of boosting awareness—they exceeded it, dramatically increasing travel intent in their target markets.
And the best part? This was just the beginning. The campaign was so successful that the Cincy Region continued its partnership with Steller to keep the momentum going.
2. Tennessee Tourism’s Road to Success: From BBQ to Moonshine, This Campaign Was a Smokin’ Hit
When it comes to road trips, there’s no place quite like Tennessee—unless you’re in Atlanta, of course. Tennessee Tourism knew they had to start their summer campaign with a bang, so they kicked things off with an event that wasn’t just your average “meet-and-greet.” They went big with whiskey, moonshine, BBQ, and live tunes. Oh, and did I mention the influencers? Talk about a perfect recipe for success. Here’s how they turned a road trip into a viral sensation.
Strategic Approach Highlights
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Target Market: Focused on the Atlanta market with a grant-driven initiative to boost awareness.
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Kickoff Event: Hosted a one-night road trip meet-up with Tennessee’s best—three live bands, tastings of whiskey and moonshine, and a Memphis BBQ master.
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Influencer Engagement: Partnered with travel influencers and bloggers to amplify the message and share the love through social and blog content.
The Event That Got Atlanta’s Attention
Tennessee Tourism knew that in order to grab the attention of Atlanta’s travelers, they needed an event that was as unforgettable as a road trip down the Great Smoky Mountains. So, they threw a one-of-a-kind kickoff party, and it delivered. Think smoky BBQ, moonshine tastings, river paddles, and live music, all rolled into one perfect Tennessee night. Add 150+ influencers, media, and PR folks, and you've got yourself the ideal setup to create some serious buzz.
But it didn’t stop there. The influencers took this party on the road, creating 32 unique blog posts and generating content that spread like wildfire across the web. With a hashtag trending on Twitter, the campaign reached a massive 117 million impressions across platforms—46.3 million of those just on Twitter. The live tweets? 150 tweets with a reach of 330K. Safe to say, Tennessee was trending in more ways than one.
Social Media Success That Goes Beyond the BBQ
The campaign didn’t just cook up some good vibes; it served up serious results. 13 million Instagram impressions, 466.9K Facebook impressions, and 117 million total impressions proved that the influencers’ content wasn’t just eye-catching—it was converting followers into travelers. Plus, those 117 pins on Pinterest (one of which was repinned a whopping 1656 times) told everyone that Tennessee wasn’t just a place to visit; it was the place to be.
Impact: The Road Trip to Victory
This campaign wasn’t just about throwing a killer party—it was about getting people to see Tennessee in a whole new light. From BBQ lovers to whiskey connoisseurs, the event and influencer content made it clear: Tennessee’s got it all.
With 4.4K impressions in the first three weeks alone and a strategic focus on influencers who know how to capture the spirit of travel, Tennessee Tourism exceeded expectations and made summer travel plans a whole lot more exciting.
3. #BeSeduced by Abu Dhabi: A Voyage Privé Campaign That Gave Travelers More Than Just Sun and Sand
When you think of Abu Dhabi, what comes to mind? Luxurious hotels, art, culture, and… yes, the iconic desert landscapes. Well, Voyage Privé and the Tourism Board of Abu Dhabi turned up the heat on this city’s allure by partnering with some of France’s top influencers to show its hidden treasures—and the results? A captivating campaign that hit the sweet spot between wanderlust and conversion.
Strategic Approach Highlights
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Goal: Drive awareness and conversions by showcasing Abu Dhabi's cultural richness through immersive influencer-generated content.
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Target Audience: Urban French travelers, aged 25+, who are seasoned in global travel.
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Content: A combination of photos, videos, and Instagram Reels to showcase influencers' all-inclusive stays in the city’s best hotels.
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Platforms: Instagram, where vibrant visuals speak louder than words.
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Influencers: Seven handpicked lifestyle, travel, and family influencers who could capture both the elegance and hidden gems of the destination.
Influencer-Led Storytelling with a Cultural Twist
The #BeSeduced campaign wasn't about just showing off Abu Dhabi’s famous skyline—it was about peeling back the layers and immersing followers in the city’s rich cultural experiences. Influencers like Iris Mittenaere, Lucie Kakuta Mambenga, and Floral Coquerel were not only treated to luxurious stays in Voyage Privé’s partner hotels but were also given the chance to explore the city’s arts, culture, and entertainment scene in tailor-made experiences designed for them.
The campaign unfolded over four seasons, with each pair of influencers uncovering different facets of the city. From local art museums to the bustling markets and tranquil desert escapes, the creators shared their journey through Instagram stories, posts, and engaging Reels—each piece designed to make their audience feel like they were right there beside them, enjoying every moment.
The results? Absolutely mesmerizing. With a staggering 28.4 million total impressions, the campaign ignited massive buzz. The engagement rate? A sizzling 13.2%—way above the usual influencer post performance. Total interactions reached 475K, proving that not only were people watching, but they were also captivated enough to engage.
Influencer Magic: A Showcase of Culture and Connection
The influencers didn’t just stop at posting beautiful photos—they told stories. From Flora Coquerel's shoots at Sheikh Zayed Grand Mosque to Iris Mittenaere's stroll through the Presidential Palace, each influencer brought their personal touch to the campaign. Their Reels, showcasing cultural experiences in Abu Dhabi, became the highlight, creating content that was as shareable as it was inspiring.
The campaign wasn’t just about promoting a location; it was about weaving a narrative that connected followers to the soul of Abu Dhabi. And with 504 pieces of content created, the message spread far and wide, resonating with a vast audience who saw the city not as a destination, but as an experience waiting to be explored.
4. Coastal Grandmother Goes Viral: How Carmel-by-the-Sea Rode the TikTok Wave to Success
Move over, millennials—there’s a new social media trend that’s got everyone talking, and it’s making its way to Carmel-by-the-Sea. Enter the Coastal Grandmother—a lifestyle inspired by classic Nancy Meyers movies, cozy interiors, and, of course, leisurely afternoons filled with book clubs and tea.
If you thought the term was a quirky trend for grandmas, think again. This campaign took Carmel-by-the-Sea, one of California’s most picturesque destinations, and made it the epicenter of a viral TikTok moment, attracting a fresh and young audience with undeniable style.
Strategic Approach Highlights
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Target Audience: Gen Z, the social media-savvy generation that controls $143 billion in spending power.
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Platform: Primarily TikTok, with a secondary focus on Instagram, where Carmel-by-the-Sea’s audience was most engaged.
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Campaign: Partnered with influencer Lex Nicoleta to bring the Coastal Grandmother trend to life in Carmel-by-the-Sea.
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Additional Touch: A social media giveaway timed perfectly with Mother’s Day weekend to further boost engagement and attract more eyes on the campaign.
TikTok Meets Coastal Charm
Carmel-by-the-Sea is known for its chic coastal vibes, and as it turns out, it’s the perfect setting for the Coastal Grandmother lifestyle—think cozy cottages, afternoon walks, and maybe a little baking or reading by the sea. The Abbi Agency capitalized on this by inviting Lex Nicoleta, a lifestyle influencer with a loyal Gen Z following, to experience the town in all its “grandmotherly” glory. Lex shared her experience with three engaging TikTok videos, bringing Carmel-by-the-Sea’s charm to the forefront with style and authenticity.
@lexnicoleta Best weekend ever in Carmel !!!!! @VisitCarmel #carmelbythesea #ad ♬ original sound - lex nicoleta
The results were enough to make Nancy Meyers proud. 152,800 views on TikTok and 17,000 engagements from Lex’s loyal followers proved that the influencer’s audience was hooked. But it wasn’t just about viral videos—Carmel-by-the-Sea’s TikTok followers grew by a jaw-dropping 1867% in the three months following the partnership.
Instagram Magic & Earned Media Buzz
But the campaign didn’t stop there. The influencer also took her love for Carmel-by-the-Sea to Instagram, where a strategically timed giveaway led to impressive results. The contest reached 25,000 accounts, and 470 new followers were added in just one month.
The best part? The post generated the most comments of any post in 2022, along with the third most profile visits—an engagement trifecta that even seasoned marketers would envy.
All this social media activity also generated 295,000 earned media views from top-tier outlets like Vogue and The New York Times. Not bad for a small town on the West Coast, right?
The Takeaway
By tapping into the Coastal Grandmother trend, Carmel-by-the-Sea not only gained unprecedented visibility but also successfully attracted a new, younger audience. This campaign proves that a good trend, when combined with strategic influencer partnerships, can turn a quiet coastal town into a social media sensation.
From TikTok virality to Instagram engagement and earned media success, Carmel-by-the-Sea’s Coastal Grandmother campaign was a textbook example of how to ride the viral wave to success.
5. Kefalonia Takes the Spotlight: How Marketing Greece Turned an Island into a Social Media Sensation
If Greece has ever been a dream destination for you, there’s a good chance this campaign made you rethink your next vacation. Marketing Greece, in partnership with MODERNSPEAK, took to the stunning island of Kefalonia and turned it into a social media paradise.
With influencers from across Europe and the U.S. promoting everything from its crystal-clear waters to its rich cultural heritage, this campaign proved that Greece isn’t just about ancient ruins—it’s about modern travel, too.
Strategic Approach Highlights
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Target Audience: Primarily travelers from the UK, Poland, Netherlands, Germany, Denmark, France, and the United States, with an eye on outdoor and lifestyle enthusiasts.
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Influencer Selection: 4 creators, carefully chosen from over 100 applicants, with a mix of mid-tier influencers (100-250K followers) and micro-influencers (10-100K followers), ensuring reach without losing the authenticity that smaller audiences crave.
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Content Focus: High-quality travel, outdoor, and lifestyle content showcasing Kefalonia’s beauty, culture, and activities.
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Logistics: Marketing Greece and MODERNSPEAK handled everything, from travel arrangements to ensuring each influencer’s stay was customized to fit their niche, making the entire process seamless and professional.
The Campaign That Sparked Wanderlust
From the moment influencers stepped off the plane in Kefalonia, the campaign had success written all over it. Armed with stunning visuals, the content creators produced 125 captivating posts, spanning everything from beach photoshoots to exploring the island’s hidden gems.
In total, these influencers reached a 311K audience across various platforms, driving 245K likes and comments, and generating $633K in earned media value—talk about ROI.
The engagement rate? A stellar 21%, proving that the content wasn’t just being seen, it was sparking real interest. Those interactions weren’t just numbers on a screen; they represented real people connecting with the destination, saving their favorite posts, and planning future trips to the island.
The Takeaway
Marketing Greece's campaign for Kefalonia didn’t just market a destination—it created a buzz that had audiences lining up for a trip to the island. With a strategic mix of influencers, personalized travel experiences, and seamless coordination, Kefalonia went from a picturesque gem to a must-visit on every traveler’s list.
If this campaign is any indication, Greece is ready to rule the travel scene for years to come.
6. Thailand’s Social Media Takeover: How Steller Transformed a Tight Campaign Budget into Millions of Impressions
In the world of destination marketing, sometimes a tight budget and tight timeline are more of a challenge than a setback, especially when you're trying to reach Gen Z and Millennials who are notorious for being picky with their travel dollars.
Enter the Tourism Authority of Thailand (TAT) and their partnership with Steller, who were tasked with the near-impossible: to market Thailand's vibrant culture and natural beauty, while staying within a fixed budget and limited timeline. Spoiler alert: They nailed it.
Strategic Approach Highlights
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Target Audience: U.S. and Canadian Gen Z and Millennial travelers, with a focus on those looking for affordable yet unforgettable experiences.
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Influencer Selection: Steller identified 6 influencers, each with an eye for cultural exploration, travel, and lifestyle, perfect for targeting the adventurous and budget-conscious youth demographic.
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Content Strategy: A mix of 90 influencer posts, immersive video-infused itineraries, and targeted amplification via Steller's ecosystem (homepage placements, emails, push notifications).
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Logistics: Steller took full control of logistics, from influencer vetting to flight bookings, hotel stays, and on-the-ground coordination.
The Campaign That Went Far Beyond Expectations
TAT’s brief was clear: get people excited about traveling to Thailand and make sure they can easily act on that excitement by planning their trips. And the results? Steller exceeded expectations in a major way.
What was originally a 15M impressions goal was smashed with 126.8M impressions—that’s over 8x their original target. Not only did they deliver a massive reach, but they also delivered 1.8M video views and 3.01M total reach, proving that the right influencers can turn buzz into real engagement.
Each influencer was assigned a region, and their itineraries were packed with carefully curated activities that ranged from shopping for traditional Thai clothing in Bangkok to indulging in world-class cuisine in Hua Hin, island hopping through Koh Phi Phi, exploring ancient temples, and diving into Chiang Mai’s coffee scene.
The key? Each experience was carefully tied to the viewer’s travel bucket list, bringing Thailand’s diverse offerings to life in bite-sized, highly shareable content.
The Takeaway
In an era where marketing budgets don’t always align with big expectations, Steller showed that with the right influencers, tailored content, and savvy amplification, you can punch well above your weight. Thailand didn’t just get more impressions—they got more travelers. And with the right mix of cultural exploration, adventure, and mouthwatering cuisine, this campaign had people not just dreaming of Thailand but booking their trips.
The Future of Destination Campaigns
From viral trends to culturally tailored content, the most successful campaigns share a common thread: strategic influencer partnerships that engage and inspire. By tapping into the power of relatable content and providing immersive, actionable experiences, brands can effectively turn buzz into bookings.
The rise of video-infused itineraries and targeted audience engagement are shaping the future, urging brands to continue experimenting and embracing innovation in their campaigns.
Frequently Asked Questions
What is destination marketing in the context of influencer campaigns?
Destination marketing involves promoting a specific location to potential visitors. When combined with influencer marketing, it leverages influencers' reach to showcase the destination's attractions authentically.
How do influencer marketing campaigns benefit destination promotion?
Influencers provide authentic content that resonates with their followers, helping destinations reach targeted audiences, build trust, and drive tourism.
What metrics determine the success of these campaigns?
Key metrics include engagement rates, reach, website traffic, and conversion rates, indicating how well the campaign attracts and influences potential visitors.
How do destinations select appropriate influencers for their campaigns?
Destinations typically choose influencers whose audience demographics align with their target tourists and whose content style matches the destination's brand image.
What are the challenges in executing destination influencer campaigns?
Challenges include ensuring authentic content, measuring ROI, managing logistics, and maintaining compliance with advertising regulations.
How do influencer campaigns compare to traditional destination marketing methods?
Influencer campaigns often offer higher engagement and authenticity, while traditional methods may reach broader audiences but with less personalized impact.
What role does user-generated content play in these campaigns?
User-generated content amplifies authenticity, as potential visitors trust peer experiences. Encouraging tourists to share their experiences extends the campaign's reach and credibility.
How do destinations measure the ROI of influencer marketing campaigns?
ROI is measured by analyzing metrics such as increased website traffic, social media engagement, and actual bookings or visits attributed to the campaign.
