The holidays can be exhausting, especially if they require travel. To change up the typical end-of-year grind, we launched a series of influencer events at Reagan National and Dulles International airports aimed at driving sales and awareness for the retailers and restaurants, not to mention bringing a little joy and glamour to the travel-weary.
THE CONCEPT
We partnered with the retailers at Dulles International Airport and on-demand beauty service GlamSquad to bring complimentary, professional hair styling and massages to Concourse B the Friday before Christmas, when the airport was bustling with people flying in and out of DC for the holiday. Travelers had the opportunity to freshen up before or after their flights, with GlamSquad serving up everything from beach waves to elaborate braided up-dos and Be Relax spa offering mini massages.
In addition to the pampering, travelers were gifted coupons to the airport’s luxury retailers, including Estee Lauder/MAC, Swarovski, and Michael Kors. Travel blogger Jessica van Dop DeJesus was on-site to document her shopping experience for her blog, The Dining Traveler.
Across town at sister airport Reagan National, we focused on spotlighting the newly renovated and re-opened Matsutake Sushi in National Hall and the variety of pre-security shopping options. DC influencers Barnette Holston (@DCFashionFool), Troy Petenbrink (@TheGayTraveler), and Phoebe McPherson (@pnmcpherson) spent the afternoon doing last-minute holiday shopping and enjoying a tasting menu at Matsutake, sharing their experiences via Instagram Stories and posts. Keryn Means of @WalkingonTravels visited on another occasion to share her tips for traveling with kids.
THE RESULTS
We generated a significant amount of awareness and revenue for the concessions at Dulles International and Reagan National airport. The coupons distributed at Dulles International resulted in approximately $2,000 in sales for Estee Lauder/MAC alone, Jessica van Dop DeJesus’ Instagram Story resulted in 1,872 views by 1,784 unique users, and Fox5 covered the event on the 5pm and 11pm news.
Adding to the hype, the three influencers who dined and shopped at Matsutake Sushi at Reagan National collectively garnered 1,400 likes on their Instagram posts, and inspired social media commentary that reflected a new perception of the airport as an inviting social hub.
The takeaway? Strategic influencer partnerships are key to destination marketing and audience engagement. Nurture this network to put your brand on the map.
