Now Might Be The Best Time
The Tryall Club is one of Jamaica’s crown jewels of luxury hospitality. With its vast portfolio of private villas, each with myriad comforts and services including dedicated chef and staff, the seafront property is primed to welcome travelers who yearn for a bit of time in the sun and surf – and want to do so safely and in privacy.
So when the question arose of just how Hawkins International could effectively raise awareness of The Tryall Club’s many inviting qualities in the midst Jamaica’s current pandemic-related travel protocols, it became clear that a real-time personal travel narrative was the way to go. We set our sights on content creators – aka, influencers – talented at bringing their travel experiences to life in ways that feel relatable, and tasked them to document their voyages, start to finish, to increase awareness of the Club and its exclusive, private travel experience through visually inspiring, first-person narratives across social media.
While there’s no question travel is a delicate topic in today’s climate, there are ways to shine a light on destinations and the hotels that call them home. Supporting the many talented individuals that rely on tourism while keeping safety top of mind has never been more important – nor has being transparent in showing others how to do the same.
The agency secured four leading travel, golf and lifestyle influencers for the trip, all of whom reach affluent followings that align with The Tryall Club’s target audience. Our team worked closely with each to negotiate deliverables that span photos, aerial and short-form vertical videos, and long-form blog content according to their content expertise and the property’s needs, taking full advantage of multiple mediums that can truly bring voyages to life for travelers.
In addition to brand awareness, one of the primary goals for the trip was asset generation, leveraging the influencers’ content creation talents to secure social media first, personality-infused photo and video assets next, all cleared for The Tryall Club’s use across social media and other marketing initiatives. After all, there’s no time like the present to refresh a property’s library of visual assets, taking advantage of lower occupancy rates to host photo and video shoots without infringing on the guest experience – or displacing revenue!
An added bonus of working with Hawkins International for influencer marketing trips? Our strategists are talented content creators on their own, adept at capturing content through a social media strategy lens, enabling them to assist property teams at hosting attendees to ensure smooth stays while clicking their own cameras to amplify content capture efforts. Now, if that’s not hitting two birds with one stone, what is?
Indeed, the content captured on this particular trip highlighted the breadth of The Tryall Club experience, with a special emphasis on private villa accommodations, the newly renovated Beach Club, onsite golf offerings, and local activities.
Working with Haley Plotkin of @readysetjetset, Patrick J. Koenig of @pjkoenig, and R’el Dade and Marcus Lloyd of @theplaceiwastellingyouabout, each influencer over-delivered on negotiated assets including Instagram Stories, feed Instagram posts, and image assets. Stretched out over 4 days in late November, the trip resulted in:
Curious to find out what influencer marketing and hosting content creators can do for your property? Don’t hesitate to reach out to us at DigitalTeam@hawkpr.com.