Helloworld Instagram ‘relay’ campaign targets global travellers
Integrated travel group Helloworld has announced an innovative social media campaign to promote its travel brands and to mark United Nations World Tourism Day on September 27 this year.
Helloworld describes its campaign as a “world first Instagram relay” that “will showcase magic moments all over the globe from sunrise to sunset to celebrate World Tourism Day”.
Helloworld is partnering with more than 75 ‘Instagram influencers’ in over 60 countries to carry a Mexican wave of #helloworldRELAY tagged images over the Instagram network throughout the carefully coordinated 36-hour relay.
The online wave will begin with sunrise in Samoa and end at sunset in the Cook Islands. As each location takes its turn at the front of the wave, Helloworld agents will host two hour online Instagram meets, termed “insta-meets”, inviting enthusiasts and travellers to post their photos for that location.
Helloworld CMO Kim Portrate says Instagram reaches about 5 million Australians every month, with 70% of those users active everyday.
“The #helloworldRELAY is a unique opportunity to inspire travellers and show them parts of the world they may have never seen before, in a way they have never experienced and showcase the expertise of Helloworld agents.”
Paul McCory, head of financial services and travel at Instagram says there is good connection between the brands, the platform and the audience.
“Travel has always been a key part of Instagram and it is a beautiful canvas to engage with a community of passionate and aspiring travellers.”
Helloworld is part-owned by Qantas. Its Australian travel agency brands include Jetset Tours, Harvey World Travel and Travelworld.
Instagram and travel
US research from the Pew Research Centre suggests that 53% of 18-to-29-year-olds use Instagram, up from 37% two years ago. Instagram seems to be enjoying a similar growth pattern in Australia.
And significantly for the Helloworld travel brands, young travellers are the biggest spenders on holiday travel.
United Nations World Tourism Organization Secretary-General Taleb Rifai estimates that 20% of the 990 million international tourists traveling the world in 2011 were young people:
“Youth travel generates in excess of US$185 billion in international tourism receipts, with much of the growth being led by emerging markets and a resolve by young people in advanced economies to continue travelling despite economic uncertainty.”