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Special Project

Special Project
From the 11th Annual Shorty Awards

Best Overall Instagram: Your behind the scenes access to the world

Entered in Travel & Tourism


Black Tomato is an award-winning creator of unique, bespoke travel experiences. We are not stick to the schedule and we are not stand in line, we are for that moment and the local knowledge around the world. Our goal is to enrich, enhance, and inspire our followers to travel and see the world.

In a crowded space rife with competition, our objective was to highlight our points of differentiation as a travel company through strategic storytelling, remarkable content and creative dissemination of our expert advice. We want our Instagram to take you behind the scenes to the locations, places and people that only we know; to places that exist to others only in their wildest travel fantasies. We share our unique products, reinforcing that we are the leaders in innovative, luxury travel. We share stories from our team, in New York, London and places as far flung as Sri Lanka or Djibouti.

We want travel to change you, and we want our Instagram to be your starting point.

Objectives and goals:

Strategy and Execution

We began last year with the intention to connect with our followers on social as not just another handle, but as humans. Looking at our past performance and the regions that we most often reached, we set out a goal to deepen that connection with them while also aiming to reach a new audience around the world. To do this, we started with our own stories. We are lucky enough to have a team of people constantly traveling the world, allowing us the opportunity to be constantly capturing footage from some of the most picturesque and remote locations around the world on a routine basis. Working closely with our in-house creative agency, we equipped everyone traveling with the necessary video equipment (gopros, cameras, drones, etc), and helped them map out a storyboard based off their itinerary to ensure they were capturing the best content. Upon their return, we reviewed the footage with each team member and let them tell us their stories, allowing the content to be a true first hand account, but edited smartly with a specific strategy in mind.



Entrant Company / Organization Name

Black Tomato


Entry Credits