So many brands have jumped on the bandwagon of influencer marketing that it may be losing all association with originality and authenticity. So when Amtrak decided on an angle for reach through social media, it went about it differently. Its goal was to work off people whose social reach run deep rather than merely wide.
Late in 2018, Amtrak launched its #AmtrakTakeMeThere Social Media Residency Program. It’s intended to showcase the diversity of the trains’ riders by following the stories of individuals who offer a unique perspective on travel. Applicants will be assessed on the basis of their writing skills, photography and videography skills, social community engagement' and online personality.
Those selected to represent the Amtrak brand get a free round-trip as Sleeper Service passengers. That means they get the kind of amenities one does in a full-service hotel, like meals, bottled water, linens, and a travel allowance up to a thousand dollars.
Olivia Irvin, Amtrak’s public relations manager shared some insight into what prompted this direction for the brand. She explained, “Today’s market has become saturated with 'influencers' who seem more like ad units than actual people. We don’t want that disconnect — we want stories that resonate.”
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