Visit Kingston Case Study

Client: Visit Kingston
Location: Kingston, Ontario
Video: Influencer, Social

BRIEF

Canada’s first capital city is located between Toronto, Montreal and Ottawa, making it ideally located for a quick weekend getaway. Kingston has something for families, couples, friends or solo travellers with an interest in history, culture, music, food and drinks.

STRATEGY

Visit Kingston commissioned LuxStory Media to produce a multi-influencer social campaign by engaging our curated influencer roster.   LuxStory Media provided completed influencer management including selection, contracting, ensuring that key messaging was adhered to and that hashtags/tags were always captured.  This resulted in a complete turnkey campaign for the tourism board. The influencers were selected from key drive markets in Toronto and Montreal.  Their specialities are food, photography/architecture and family. The influencers were vetted by our producers to ensure that they were comfortable on camera – an integral part of the campaign.

Working alongside the tourism board, LuxStory Media custom created three influencer itineraries that included key Kingston experiences on a multi-day shoot.  The influencer campaign included organic posts and produced videos posted on the influencers’ social channels and personal blogs.

An extensive shoot schedule was created by our production strategists based on the influencer itineraries and included over 50 sites that were selected alongside the tourism board. Our production and video crew captured authentic moments during the campaign as they followed the influencers discreetly on their itinerary.

OUTCOME

LuxStory Media produced one cinematic marketing video as well as a library of six social videos for the tourism board.  These videos were used by the tourism board as digital assets and as social video ads on Instagram and Facebook.  The influencers also posted and re-posted these videos upon completion, increasing and extending the longevity of the campaign.

By engaging influencers as the cast of the video, LuxStory Media targeted niche audiences in food, culture and family travel, resulting in high engagement on social channels during the campaign.  The channels used by the influencers were primarily Instagram and Instagram Stories and also included Facebook, Twitter and personal blogs. By engaging multiple influencers, overall reach included 124.5k+ impressions and over 120+ posts across channels.

Visit our blog for more Kingston highlights!

Visit Kingston

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