A total of five creators from across Alberta were hand-picked based on their feed, reach, and demographic. Each content creator developed a combination of Instagram stories and in-feed posts to showcase their experience staying at The Calgary Marriott Downtown. While influencers followed guidelines surrounding tagging and hashtags they were free to post content as they pleased, generating authentic promotion and real-time storytelling.
The objective of this campaign was for creators to showcase the benefits and ease of booking a Staycation at The Calgary Marriott Downtown. From biking along the Bow River to exploring the iconic Stephen Ave to grabbing a happy hour drink at the One18 Empire ONEUP Patio, there is something for everyone. Creators documented their stay exploring beautiful downtown Calgary and all that The Calgary Marriott Downtown has to offer. This campaign encouraged Albertans to book a staycation and get that much-needed getaway while still adhering to COVID protocols. Included in the staycation package was 1 complimentary local experience courtesy of Tourism Calgary: e-bikes from Bow Cycle, a trip to The Calgary Tower, a tour through the National Music Centre, or a visit to The Glenbow Museum. The Staycation Experience also included overnight accommodation, Valet Parking, and a $100 food and beverage credit to be used at One18 Empire, Starbucks, or for room service.
In total, five creators delivered 9 IG posts, 57 IG stories, 1 IG Giveaway, 1 Featured Blog Post, and 18 photos for full rights usage from June to August 2021. The IG content generated a combined reach of over 869K, over 437K impressions and more than 5.3K likes and comments. The overall results from this campaign show: 1) A significant increase in awareness and interest in The Calgary Marriott Downtown, evident through 437K+ impressions across Canada. 2) Positive attitudes towards The Calgary Marriott Downtown, evident through IG comments indicating interest in the hotel and an overall desire to visit. 3) The development of lasting relationships with local creators in Alberta who are likely to share their positive experiences with friends and family, thus creating an ongoing promotion of The Calgary Marriott Downtown through word-of-mouth.