TrekAmerica, a company offering adventure travel tours in the US, wanted to raise awareness and broaden engagement with its target market of 18- to 24-year-olds. It asked agency Fred to create an innovative blogger campaign.
Fred set up #Blog4Trek, a competition to find a new blogger for TrekAmerica, taking the fresh approach of assembling a judging panel made up of established bloggers, not just in the travel sector but also in lifestyle and fashion/beauty.
Relations with bloggers began three months before the competition launched to secure the top choices for the judging panel, with judges strategically picked for the advantages they would bring to the campaign. Those selected were Monica Stott of The Travel Hack, Rosie Tapping of A Rosie Outlook and Victoria Mcgrath of In the Frow. The judges were involved in each stage of the three-month competition, which put entrants through a series of tasks designed to inspire creativity and imagination.
The campaign achieved a 33 per cent increase in website views from start to finish and a 214 per cent increase in time users spent on the website. The company has seen a direct correlation between blogger activity and bookings made.