With travel nearly ground to a halt amid the coronavirus pandemic, many travel marketers pulled budget away from influencer campaigns as a cost-cutting measure. After all, without the act of traveling, what is there to influence?
According to Jade Broadus, vice president and creative director of influencer marketing agency Travel Mindset, travel influencers that pivoted to promoting local content during the crisis were the ones that ultimately thrived - and they’re seeing more success as restrictions start to loosen.
However, with some regions under stricter rules than others, questions remain about how ethical it is to promote travel when perhaps it’s not the safest time to move around.
Broadus said that for travel brands and destinations, vetting influencers – and establishing relationships - is key in ensuring the correct messaging gets across with regards to what is open and safety measures.
Speaking during PhocusWire Pulse: A New Age For Social Media, Broadus also discussed what ROIs travel brands should strive for as travel resumes, how influencers fit into an overall marketing strategy, the importance of diversity and inclusion in campaigns and more.
View the full interview with PhocusWire news editor Jill Menze below.
PhocusWire Pulse: A New Age For Social Media - Jade Broadus of Travel Mindset
* Other replays from the event are available here.