Launches & Brand Moments
Social media is likely the first place a consumer will hear that your brand is doing something new or noteworthy, whether it be a product launch, anniversary sale, or feature package. It's my job to make sure the post they see stops the scroll and gets their attention.
T+L World's Best Awards
Each year, T+L readers vote on the top hotels, airlines, cities, and more around the globe for the World's Best Awards, when the magazine crowns the best of the best in the travel industry. The series has been around for nearly 25 years and is consistently one of the top website traffic and ad-revenue drivers for the brand.
To keep both our audience and advertisers engaged, we have to make the package bigger and better on social every year. In 2024, video had become the post type with the highest impression rate across all of our social channels, and we had turned our video hosts into known and loved brand personalities. So, I sent our top-performing hosts to review World's-Best-winning hotels, airlines, and more on camera.
The videos gave users an inside look at the winning hotels and airlines through the lens of the hosts they see on the T+L channels every day. We still posted the wanderlust-fueling static imagery that the audience has come to expect from the package over the years, but the videos brought it to life in a fresh way.
The package received over 4M impressions on Instagram alone, the most in its 25 year history.
Instagram Feed Carousels
Cross-channel Video
