NYC & Company was looking to connect with Black travel prospects via custom content that showcases the influence of Black culture across the five boroughs via music and style, food, visual and performing arts. Additionaly, they wanted to spotlight their platform, The Black Experience in NYC, that inspires the audience to book a trip to NYC now.
Our plan of action: Group Black and our media partners would leverage trusted voices in the community ranging from Black Travel Creators to trusted publications for editorial content to help NYC & Company’s The Black Experience in NYC platform become a trusted guide to help Black Travelers plan and experience NYC, through the lens of Black Culture which is integral to the identity of the city.
The execution and key features:
Our Creator Campaign Overall Creator performed above all of our social media benchmarks (CTR, VCR, VTR and ER) and garnered over 33M Total Impressions - about 22% above guaranteed Impressions 56K Total Engagements on Native Social Content. The creator campaign generated significant positive engagement, as 94% of all comments contained positive or neutral sentiment. Our Group Black Network campaign garnered over 3.1k clicks to The Black Experience in NYC site leading thousands to Black culture’s influence on New York City.