What is the story about?
What's Happening?
Australian travel-tech start-up BYRDLI has partnered with San Francisco Travel to launch a new campaign titled 'San Francisco, Unscripted.' This initiative is a creator-owned content series aimed at inspiring and converting the next generation of travelers. The campaign diverges from traditional advertising by granting full creative control to Australian storytellers Lola Hubner and Matt Lambley. They are tasked with experiencing San Francisco authentically and sharing their experiences in real-time. The campaign features various activities such as attending the Portola Music Festival, biking across the Golden Gate, and exploring hidden neighborhood gems. All featured hotels, bars, and activities can be booked instantly through BYRDLI Travel Clubs. According to Radu Barbuceanu, director of Global Tourism Development at San Francisco Travel, the campaign aims to showcase the city's creativity and layered identity by allowing creators to narrate the story.
Why It's Important?
The 'San Francisco, Unscripted' campaign represents a shift in destination marketing by integrating social storytelling with direct booking capabilities. This approach allows creators and independent travel advisors to establish their own travel storefronts, offering curated stays and experiences while earning from bookings. Vanessa Richards, BYRDLI Co-Founder, emphasizes that travelers are increasingly seeking authentic experiences rather than traditional brochure-driven itineraries. By transforming genuine moments into bookable experiences, the campaign bridges the gap between inspiration and action, potentially influencing how travel destinations market themselves. This model could benefit destination marketers and travel sellers by providing multiple entry points to engage diverse traveler segments.
What's Next?
The campaign officially begins on September 29, with content being released live on Instagram, followed by long-form edits. Additionally, BYRDLI plans to host an exclusive creator and industry event in Sydney in November. This event aims to showcase San Francisco to Australian media, trade partners, and influencers, further promoting the campaign and its innovative approach to destination marketing.
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