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When Marriott International wanted to increase interest in celebrating Christmas in Madrid, they turned to DigitasLBi Spain.
They prepared an 8km route around the capital to showcase what it had to offer. Then they worked with influential travel bloggers on Instagram and Twitter to create a buzz about the event. By tapping into the bloggers’ existing audience, the brand increased their its reach ten-fold.
It used a new approach to Instagram to connect with niche audiences. Because both Instagram and Twitter are very visual platforms, it was easy to reflect the advantages of Christmas in Madrid. Users were encouraged to upload their own photos using the hashtag #Madridseenciede on either platform.
It showed that Instagram can be used in a number of different ways to connect with the community. It’s very targeted, measurable and means you can give full rein to your audience.
(Content in Spanish)