Wilmington & Island Beaches:
A travel and tourism client tasked with driving overnight travel to Wilmington and its three nearby beaches (Carolina Beach, Kure Beach, and Wrightsville Beach)
Overview:
As the official tourism authority, Wilmington & Beaches Convention and Visitors Bureau (WCVB) is dedicated to increasing overnight stays across Wilmington, Wrightsville Beach, Carolina Beach, and Kure Beach by highlighting partner businesses and attractions.
For the Spring & Summer 2025 campaign, we were tasked with developing and executing an immersive influencer program that brought this mission to life. We partnered with 12 travel, lifestyle, and family-friendly influencers, inviting each of them on 4-5 night hosted stays that captured the full Wilmington & Beaches experience.
Each influencer was assigned one “home base” destination to explore in depth, while also creating content from the other three locations. The result was a four-pronged story arc showcasing the area as the ultimate well-rounded vacation spot - from beachside serenity and coastal charm to family adventures and outdoor excursions.
Planning Process:
Behind every successful travel campaign is months of behind-the-scenes coordination - and this one was no exception.
After contracting 12 creators, I led the entire planning and execution process for each individual itinerary. This included:
Creating personalized 8-10 page itineraries tailored to each influencer’s interests, niche, and audience.
Curating activities and dining spots exclusively from WCVB’s network of partner businesses, with thoughtfully written descriptions for each stop.
Booking every hotel, excursion, restaurant reservation, and rental - down to the detail.
Coordinating scheduling, logistics, and pre-trip communication with each influencer.
Delivering completed itineraries in advance and providing on-call support throughout their stay.
This level of personalization ensured that every experience felt natural and inspiring for content creation - making the campaign as seamless as it was strategic.
“I felt like a travel advisor with a focus on influencer partnerships - balancing storytelling with logistics to make every trip feel effortless and impactful.”
Campaign Performance:
Content Published
59 Instagram Reels
Dozens of Stories shared in real time throughout each trip
1 Long-form Blog Post
Campaign Performance
Impressions: 1,046,889+
Engagements: 51,666+
Engagement Rate: 4.9%
Highlights
Delivered a high volume of engaging content across both in-state and out-of-state target markets.
Fostered long-term relationships with creators through personalized planning and ongoing communication.
Content was highly resonant, leading to a multitude of saves and shares as audiences used it to plan their own vacations.
The multi-destination storytelling approach helped position the region as a versatile travel destination for all types of vacationers.