The Ashburton District Council has allocated approximately $7000 towards paying influencers to showcase the region as part of their district promotion initiative. Shelley Donnelly, the lead of district promotions, mentioned that the investment in paid content has resulted in increased profits for local businesses.
Donnelly has been strategically selecting influencers based on their audience demographics. For instance, influencer Lilia Alexander recently shared posts of her experiences jetboating in the Rakaia Gorge, glamping in a hot tub, and exploring the Ashburton Aviation Museum.
While social media metrics like likes, shares, and saves are important, the primary goal is to stimulate the local economy through increased revenue for operators. Donnelly emphasized that the feedback from operators has been positive, with many reporting a boost in business due to influencer posts.
One such operator, Peter Sommers of Dirt Bandits in Methven, saw a surge in business following influencer posts. He commended the quality of content produced by influencers and acknowledged the high engagement levels with their audience.
Methven, traditionally quiet after the ski season, has seen a noticeable increase in tourist activity, which Sommers attributed in part to the promotional efforts led by Donnelly.
Owen Moore from the Ashburton Aviation Museum also noted a significant increase in visitor numbers after being featured in influencer posts. While the exact impact of the posts is hard to quantify, Moore expressed confidence that they played a role in driving up attendance.
The council’s compliance and development group manager, Ian Hyde, revealed that the $7000 investment accounts for a small portion of the district promotion budget. The visits from content creators, such as Lilia Alexander, have generated valuable photos and videos that operators can leverage for their own promotional activities.
Influencers like Alexander find social media to be a cost-effective platform for creating authentic content that resonates with viewers. The emphasis is on capturing genuine experiences in a relatable manner, rather than traditional commercial advertising.
Overall, the collaboration between the council and social media influencers has been fruitful in showcasing the attractions of Mid Canterbury to a wider audience. With positive feedback from operators and increased visitor numbers, the initiative appears to be contributing to the region’s tourism growth.
(Source: Original article by Jonathan Leask, Local Democracy Reporter)
