Here's a quirky tie-up - as if there weren't enough travel inspiration and sharing platforms out there, Swarovski has decided to join the fray.
Yes, you read that right. The company, well actually its Optik (think binoculars) division, has unveiled a Pocket Journal travel experience platform and is encouraging travellers to create and share their trips on it.
The site is a partnership with boutique hotels service Mr & Mrs Smith and enables users to post clips, images, sound effects and travel stories to hopefully inspire others.
Smith points are also up for grabs in exchange for social media posts.
We're guessing Swarovski hopes to sell lots of its destination enhancing equipment (just made that up) or at very least, get people talking about it.
And, Mr & Mrs Smith is likely to acquire some customers as a result.
Job done but you've got to admit it's an unusual one.