Experience Kissimmee Dad Influencer Campaign

Experience Kissimmee is the tourism authority for Osceola County, Florida. We promote the destination domestically and around the world to potential leisure, business, and sports travelers.
In June, near Father’s Day, Google trends show us that “Kissimmee Family”, “Kissimmee Disney” and “Kissimmee Things to do” are the highest searched terms based on our audience. We aligned our influencers, brand partnerships, and contests with a “Dad” theme in mind.
Our KPIs included earned media, engagement, impressions, and to reach potential new visitors through the EK Instagram page.
Why Dads? In a world full of Mom influencers, we wanted to do something unexpected. We partnered with David Bacque; a Canadian stay-at-home-dad who keeps his sanity by flexing his creative muscles while creating hilarious photoshop edits with his toddler Benjamin.
We also worked with Devon Gibby; a gay dad and popular lifestyle influencer who could speak to the LGBTQ+ audience and share travel tips as a single parent. In a crowded space, Dad influencers stand out from the pack.
We worked with @LifeWithBenjamin because we wanted to tap into his Canadian, family-oriented audience: those who are in need of a sunny getaway that’s fun for the whole family. Partnering with him allowed us to generate a bank of photo and video assets to be used in our digital media efforts that feature the destination in an an attention-grabbing way.
We contracted @DadNDaddies to visit over Father’s Day where he could help us promote and draw for the winner from our Dad’s Day Giveaway during a Facebook Live where he spoke about traveling with kids as a single parent (another common search trend we noticed in our research). Additionally, we received the rights to his photo & video assets to be used in our future digital media efforts.