I was hired as digital strategist to curate a group of content creators for Kingston Accommodation Partners' target cities: Montreal, Ottawa and Toronto to visit Kingston on a 'familiarization tour'. These types of tours are usually reserved for seasoned travel writers, instead the goal of this FAM tour was to bring together taste makers and bon vivants on a weekend 'experience' they couldn't help but tell others about- both online and in person.
A group of 12 "virgin" Kingston visitors with a collective digital footprint of 147,000 descended on the city and Prince Edward County for 3 days.
The weekend yielded over 300,000+ impressions in three days. Other notable metrics include 143 Instagram photos, which led to over 30,000 likes and 650+ comments.
Finally, over the course of the weekend 700+ photos were taken to be used in tourism marketing for both KAP and Tourism Ontario region The Great Waterway.