How Alliance Used Influencer Marketing To Create a New Form of Travel During COVID-19

Case Study: The Quebec Tourism Industry Alliance
August 13th, 2020
Reach
2.3M
Engagements
225.2K
EMV
$1M
About Alliance: A Voice For 10,000 Companies

Alliance de l'industrie touristique du Québec, The Quebec Tourism Industry Alliance, unites over 100 companies in 40 regional and sectoral tourism associations, and is committed to promoting Quebec as a world-class, sustainable travel destination. The Alliance is powered by a dedicated team, who have been recognized as a vital contributor to the national and international growth of the Quebec tourism industry. Which is why Alliance knew they had to do something in response to COVID-19 and the immediate impact felt by the The Quebec tourism industry.

Challenge: Promoting Travel During a Lockdown

The travel industry was severely impacted by the COVID-19 crisis. Not only was the industry facing budget cuts and layoffs, but the concept of travel had to be redefined once stay-at-home orders were imposed. Community plays a huge role in travel. Thus, the Alliance team had to find a way to create solidarity from a distance, It required a process of learning how to foster community during the period of isolation.

“As an industry that encourages travel, we have had to learn new ways to be together but separate, to stay close and together but from afar, until we can get back on the road and see the people and places that we love.”

Karine Beaudin
Delegate, Business Development and Media Relations

During times of stress, social unity is extremely important. However, COVID-19 presented an entirely new framework for messaging solidarity and hope while practicing social distancing. The Alliance team knew that as Quebecers what they could offer was positive-energy and a dose of escape amid the chaos, while still encouraging followers to comply with government orders.

Solution: #PourUnInstant Movement

In a desire to keep the travel industry alive, in hearts and minds, the Alliance team launched #PourUnInstant (#ForAMoment), a movement that lets you travel while under lockdown. Individuals were encouraged to take a picture from their window, and using the hashtag #PourUnInstant, share moments of beauty, creativity, and solidarity. As people have been staying home, windows become the true interface to the outside world. With #PourUnInstant Alliance welcomed visitors to Quebec, perhaps in a more intimate way than ever before.

“With #PourUnInstant we wanted to demonstrate the solidarity of the Quebec tourism industry, and also position Quebec as a top travel destination.”

Karine Beaudin
Delegate, Business Development and Media Relations

#PourUnInstant was unlike anything Alliance had done before. It was not a paid initiative, rather replicating elements of a social movement as all participation was free and voluntary. The Alliance team then aggregated all of the content the movement had generated and created a 60-second film, partners and users were asked to share the video along with the #PourUnInstant hashtag and additional content. By leveraging unique strategies the video generated much engagement, and by using Klear the alliance team was able to measure the scope of the impact.

“#PourUnInstant was not a typical campaign, but we did analyze it as if it were. Klear’s analytical capabilities let us measure the performance of the campaign. We wanted to understand the scope of the impact, even if the goals were unconventional.”

Karine Beaudin
Delegate, Business Development and Media Relations

What did Alliance achieve?

The Alliance team was able to maximize brand exposure and promote tourism, by leveraging the unconventionality of influencer marketing.

  • The #PourUnInstant campaign reached 2.3M users, generated 225.2K engagements, and an EMV of ~$1M.
  • Received voluntary cooperation from influencers and industry leaders, indicating the strength of the Alliance brand
  • Created solidarity and unity amongst the Quebec Tourism industry