Where Great Stories Are Made
How do you refresh a destination in the eyes of an audience? Explore Charleston wanted to re-engage with high-end clientele, highlighting the beautiful and historical destination – while simultaneously positioning it as a place that is constantly evolving and always offering something new for both seasoned US and UK travellers. Studio Black Tomato worked with Explore Charleston to create a multi-faceted video strategy that not only reached out to new audiences through media partners, but invited people in the US to become part of the campaign themselves.
Phase one of the campaign saw Studio Black Tomato’s video team generating awareness around Charleston’s appeal to different groups through the personal stories of inspiring locals. Together with Explore Charleston, we identified four compelling stories around the key brand values of food, history, design and outdoor adventure. These micro-influencers were passionate ambassadors of the diversity of experience that Charleston can offer. Their stories were told through video and promoted across Black Tomato and Explore Charleston’s channels with social edits and a new Charleston itinerary on Black Tomato.
To engage US audiences even further, Studio Black Tomato invited leading travel publication, AFAR Magazine, to create a competition for their own extensive US audiences, offering the chance for four winners/groups to win a trip to Charleston and the chance to create their own video story with the Studio Black Tomato team. The competition was promoted across all of AFAR’ s channels, giving greater reach to Charleston product and engaging US consumers in an interactive way.
The final winner videos will appear next to the micro-influencer videos as part of the campaign hosted on Black Tomato and Studio will also create social edits and one overarching video for Explore Charleston to document the campaign.