- Transforming Communication
Air Berlin influencer trips:
Three cities – three journeys of discovery. In spring 2017, Air Berlin joined forces with local tourist offices to issue invitations to a series of select city breaks. Neither the individual destinations – Orlando and Boston in the USA, and Zurich in Switzerland – nor the itineraries could have been more different. OSK assembled a group of suitable influencers and hosted three memorable trips.
The group consisted of almost a dozen influencers from the lifestyle and travel sectors, and the party visiting each destination was whittled down to three to five members. Together they explored the local treasures while generating interest in, and reporting favorably on, Air Berlin’s new long-haul route to the USA and its short-haul destination Zurich. A further purpose of the trips was to showcase the destinations and their tourist attractions. OSK took charge of designing the project, bringing together the appropriate influencers, and planning and chaperoning the trips.
We carefully researched the stories that each of the cities had to tell, well in advance. Orlando is known in particular for its spectacular theme parks, and Boston as the cradle of the American Revolution and a center of sport and popular culture. Zurich, in turn, is emerging as a food hotspot renowned for the diversity of its culinary delights. The trips delved into each of these worlds, with local people guiding the influencers to both major attractions and little-known venues.
The influencers posted their experiences on Instagram, Facebook, in blogs and YouTube videos.
In total, the influencer’s reporting activities gave rise to nearly 250,000 social interactions in the form of likes, shares, comments and views, and thus inspired communication and interest in Air Berlin as a carrier among the relevant target group.