To communicate and raise awareness of Palace Resorts' new partnership with Certified Angus Beef® by targeting influencers and niche media outlets with a specific focus on the culinary and gastronomic travel industry by implementing a public relations and social media strategy using key individuals that are well recognized within the "foodie" community.
Palace Resorts' campaign to market the brand's new alliance was composed of two phases: media outreach to top-tier outlets and a FAM trip co-hosted with the Certified Angus Beef® team to bring eight elite influencers on a four-day extravaganza to the newly opened, The Grand at Moon Palace Cancun. These carefully selected influencers include: @RachelRayMag (101,000 followers), @CityFoodie (62,000 followers), @FoodFunTravel.rocks (17, 200 followers), @StuffBenEats (30, 100 followers), @DowntownFox (52,800 followers), @FoodBeast (523,000 followers), @Dontexpectsalads (77,800 followers), and @MrScottEddy (238,000 followers). During this action-packed weekend, each blogger's sole purpose was to indulge in prime meat cuts, dine in some of the property's newest restaurants and of course, showcase all elements on their social media platforms including Facebook, Twitter and Instagram. The very detailed and carefully arranged itinerary included a Welcome Beach BBQ cook-out with prime meat cuts and custom cocktails created by brand signature mixologists, a tour of CEDIS – Palace Resorts' own distribution center where most properties' food is created, a true culinary showdown – Chef's Kitchen, where our influencers got the chance to go against one another showing off their culinary skills, and living #ThePalaceLife with spa treatments, golf and the AWE-inclusive offerings at Palace Resorts newest gem, The Grand at Moon Palace Cancun. The weekend concluded with a five-course dining menu specially prepared by Palace Resorts executive chefs alongside Chef Tony paired with a tequila tasting to enhance all flavors of the last evening at the JC Steakhouse at The Grand.
The influencer campaign, in tandem with the brand's partnership with Certified Angus Beef® was a success. The campaign exceeded the goal of its total social media reach by almost triple the amount estimated. All social platforms were utilized during these initiatives including: Facebook, Twitter, Instagram and Snapchat. Facebook generated a total reach of 24,330, Twitter had a total reach of 1.14 million, and Instagram followed with 1,002,600.