How an Instagram campaign created 16,000 images for a travel brand

Many travel brands would be happy with consumer “recall” in the region of one-in-three – but there is always more that a company can do, right?

HelloWorld, an online travel agency that is part of the Stella Travel Services group in Australia, was apparently able to boast such a metric but decided it needed to capture the imagination of those playing in the world of Instagram.

In 2015, it teamed up with PR agency HolySmoke, custom digital marketing platform Stackla and its retained media buying house, OMD Australia, to come up with #HelloWorldRelay, an effort to target those using the omnipresent image-sharing social network and (hopefully) build some buzz about the brand as it entered the peak booking season Down Under.

Beginning on World Tourism Day in September 2015, some 80 so-called Instagram “influencers” were tasked with uploading 12 photos in 12 hours to the Stackla service (a map showing places around the world) that illustrated a day in their lives.

Each image was tagged #HelloWorldRelay and then the viral effect kicked in, with other users encouraged to post their own images onto Instagram and other networks.

The first image:

A photo posted by Garry Norris (@garry_norris) on

The Australian Instagrammer’s post had an immediate impact, with a massive 16,515 images subsequently posted to Instagram, and a further 5,400 Tweets and more than 1,000 Facebook “interactions” logged over the course of the next 36 hours.

Kate Shilling, head of marketing strategy and partnerships at HelloWorld, says:

“We couldn’t be more proud of the results that we have seen from the #HelloWorldRelay and really want to thank Australian and global participants, our agents and our travel partners for showing us what a wonderfully diverse and beautiful planet earth really is.”

NB: Full details of the campaign, including the offline marketing element (to plug a sale on the main site) and how it managed image rights, is here.

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  1. Peter Topping

    The full link is a great read, thanks.


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