What's Happening?
Australian travel-tech start-up BYRDLI, in collaboration with San Francisco Travel, has launched 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. These creators 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 local neighborhoods. All featured experiences can be booked instantly through BYRDLI Travel Clubs, integrating social storytelling with direct booking capabilities.
Why It's Important?
This campaign represents a shift in how travel destinations are marketed, moving away from polished advertisements to more authentic, creator-driven content. By allowing creators to share genuine experiences, the campaign aims to attract travelers who seek real-life adventures rather than curated itineraries. This approach not only enhances the appeal of San Francisco as a travel destination but also provides a platform for creators and independent travel advisors to monetize their content. The initiative could potentially reshape destination marketing strategies, offering a model that other cities might adopt to engage with younger, experience-driven travelers.
What's Next?
The 'San Francisco, Unscripted' campaign officially begins on September 29, with content being released live on Instagram. Long-form edits will follow, providing a more in-depth look at the creators' experiences. Additionally, BYRDLI plans to host an exclusive event in Sydney in November, aimed at showcasing San Francisco to Australian media, trade partners, and influencers. This event is expected to further promote the campaign and strengthen ties between the travel industry and content creators.
