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Whiteface Lodge: Digital Influencer Campaign

Cool Impact

“Exposure to 1.2M CNT followers; 326 Instagram swipe-ups”

Situation

Whiteface Lodge, nestled in New York’s Adirondack Mountains, needed to boost awareness and drive demand for its winter season.

Insight

Outdoor adventuring and skiing are often top of mind when travelers consider a cold-weather excursion to Lake Placid, twice host of the Winter Olympic Games. There was an opportunity to showcase the softer side of the snowcapped mountain region, weaving a relaxed storyline that would spark travelers’ imaginations and connect with a different audience.

Solution

Expand awareness for winter fun beyond the slopes through cost-effective agreements with digital influencers. Organize hotel stays, meals and activities in return for expert social storytelling that would bring nonadventurous winter experiences to life. Ensure success through detailed pre-arrival agreements and advanced messaging that reflected the objectives of the stay.

Results

Cozy meals by the fireplace, restorative spa services, casual ice skating and strolls through quaint downtown shops became recurring themes among the influencers Mower secured. A Condé Nast Traveler Instagram takeover by Amanda Blakely landed Whiteface Lodge a 25-slide, weekend-long story filled with enticing pictures of winter for families in upstate New York and connecting with its 1.2M followers.

Taking the girlfriend getaway approach, Kristen Taekman (former star of “Real Housewives of New York”) developed rich social content, sparking engagement and 326 swipe-ups to Whiteface Lodge’s Instagram page during her two-night stay. She also incorporated her modeling work into the project, using Whiteface Lodge’s snowy setting as a fashion shoot backdrop that filled her social feeds long after her departure, amplifying Whiteface Lodge’s promotional return.

Regional influencer Shannon Shipman of @SunnyCoastlines leveraged her artistic eye to create incredible drone videography and photography content for her channels, taking guests on a “walk through a winter wonderland.” The resulting assets were secured for Whiteface Lodge’s future use, expanding their bank of wintertime visuals. Whiteface Lodge declared the initiative a great success and has issued return invitations to all involved to support other seasonal needs.

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