earned media
Newsroom Detail Page Back to newsroom

First-of-its-kind Digital Influencer Advisory Board generates unique insights, key trends

By Kristen Bonilla 04/06/2018

In efforts to continuously enhance Visit California’s digital influencer strategy, the earned media team launched a first-of-its-kind Digital Influencer Advisory Board (DIAB) in late 2017. In 2018, the second gathering looks to build on the successes of last fall's event and expand the insights gained.

The advisory board comprises leading North American digital influencers who are skilled in creating the most innovative digital content across the culinary, luxury, adventure travel and lifestyle segments. The gathering was created to foster an open dialogue and collaboration to refine best practices for working with influencers, set benchmarks for tracking ROI with influencer marketing, and create long-term partnerships with leading travel and lifestyle digital influencers while ultimately creating California ambassadors.

Visit California invited the below six channels – for a total of eight digital content creators with a combined reach of 7.6 million – to participate in the inaugural Digital Influencer Advisory Board. The board represents a diverse range of expertise and strengths across major social platforms including Instagram, Facebook, YouTube, Twitter and blogging, with members including:

The Digital Advisory Board first formally convened Sunday, Nov. 5, 2017, with a meeting in Sacramento, Calif. Takeaways from that meeting were incorporated into Visit California’s Digital Influencer Strategy Document and have shaped the influencer campaign for this fiscal year while looking ahead at the two-year Marketing Work Plan.

Since the first meeting, the advisory board has been instrumental in Visit California’s crisis response strategy following recent natural disasters, leveraging authentic digital content creation to communicate that California is open for business. Content partnerships with advisory board members have supported Visit California’s campaigns including California Restaurant Month and Catch the Winter Wave.

The next formal meeting of the advisory board is set to take place April 25 in Santa Barbara. Members will also attend the Los Angeles Media Reception on April 24 to network with the 45 partners in attendance. After the DIAB meeting, the influencers will stay in the area to create content for Santa Barbara, Ventura, the Santa Ynez Valley and other surrounding areas.

For questions about the Digital Influencer Advisory Board, reach out to Domestic Public Relations Manager Kristen Bonilla.

Related Articles