Objectives

In 2022, the boutique hotel brand Noble House Hotels & Resorts and the world’s largest peer-to-peer car sharing marketplace, Turo, invited aspiring influencers to share how they would “travel for good” for a chance to win an all-expense paid California road trip. The aim was to uplift creators who intend to use their social media influence for good and to inspire others to consider how their platforms can have a noble impact on the world around us. By providing aspiring influencers who intend to use their platform for good a trip to Noble House's California-based properties, the brand was able to offer them an incredible content generating opportunity and perhaps open doors for those who may not have the budget for a trip of this scope. 

Strategy and Execution

Strategy included:

• Identifying like-minded partners who could help Noble House Hotels & Resorts deliver an incredible, all-expense paid road trip through California; the hotel brand was able to support with hosted stays at their participating California hotels, airfare to get there, and investment in a daily food & beverage credit, but did not have limitless budget; finding a vehicle partner was a critical element in bringing this idea to life
• Outreach to Turo proved successful and we found a partner who shared this ethos and was able to support the campaign by providing our winners access to a Turo vehicle to use on their epic California road trip; it was also a wonderful way to introduce new audiences to the peer-to-peer car sharing marketplace--a product still new to consumers and a win-win for all involved
• We brought our wonderful hotel partners on board, explaining the campaign to them and the hospitality we'd be offering our winners; the Noble House team was quick to support and the Napa Valley Wine Train, The Argonaut, Hotel Zoe Fisherman’s Wharf, River Terrace Inn, Kona Kai Resort & Spa, San Diego Mission Bay Resort, L’Auberge Del Mar, Estancia La Jolla Hotel & Spa, and The Portofino Hotel & Marina all joined the noble campaign
• The team also needed to create the structure, terms and conditions, and select a platform for accepting applicants; team members across the Noble House brand developed criteria for objectively considering applicants, the MMGY Wagstaff social media team supported with build out of a contest submission site using Woorise
• Challenges--as they do--arose; in mapping the distance and logistics for a Noble Road Trip across all of the portfolio's California properties it became apparent this may be too great a distance and commitment for our winners; we found our solution in opening the campaign up for two winners: one to explore a Northern California road trip and another to explore Southern California 
• Once the fundamentals of the campaign were determined, the MMGY Wagstaff social team executed a promotional campaign across Facebook, Instagram, and Twitter that included ten posts on each platform and 15 stories to Instagram and Facebook
• The MMGY Wagstaff PR arm of the team executed it's earned media campaign, drafting a press release and securing a feature story in leading travel outlet Travel + Leisure
• Together, MMGY Wagstaff PR and social media teams additionally tapped established travel influencers who shared this "travel noble" ethos, encouraging them to spread the word to their audiences; participating campaign influencers gleaned over 92.8K impressions 

Results

• Travel + Leisure magazine ran a dedicated feature on the campaign: https://www.travelandleisure.com/trip-ideas/road-trips/car-rental-company-giving-away-california-roadtrips
• The Noble House owned Instagram following grew by 41% from start to close of the campaign
• The Woorise submission site earned hundreds of qualified entries in just one month
• Participating social media influencers who supported the campaign gleaned over 92.8K views 
• Overall, the reach for the brand’s Instagram account increased by 243% and profile visits increased by over 600% 
• The campaign won an HSMAI/Adrian Award, Bronze for Digital Campaign
• Two winners were selected and embarked on their epic road trips through Northern and Southern California, getting an incredible opportunity for content generation, sharing that content back with the brand for use on its social channels, and in turn kicking off the winning influencers' "travel for good"-inspired platforms 
• Together, through reach across social media platforms (by influencers, by contest applicants, by Noble House and Turo) alongside earned media coverage of the campaign, Noble House Hotels & Resorts hopes to have inspired travel influencers all over to leverage their platforms for good and to have provided a positive start for our two winners. 

Media