Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Austin, known for its vibrant music scene, mouthwatering cuisine, outdoor spaces, and rich Texas history, is a city for everyone. Our campaign aimed to elevate awareness of Austin’s accessibility and inclusivity, showcasing the city as a destination where all visitors, regardless of ability, can fully enjoy its diverse attractions. We sought to highlight Austin’s commitment to creating an environment where people of all abilities thrive, while also promoting the city as a welcoming destination for international travelers.
Our key goals for this influencer campaign were to:
Increase awareness of Austin's accessibility by spotlighting inclusive tourism experiences.
Promote Austin's diverse cultural and outdoor attractions in a way that demonstrates their accessibility.
Educate a broader audience on the city's efforts to ensure all individuals can experience Austin’s unique culture.
In March 2024, we partnered with Lucy Edwards, a UK-based broadcaster, journalist, and disability activist who lost her sight at 17. Together with Visit Austin, Lucy highlighted the city’s accessible and inclusive attractions. Her content demonstrated how Austin goes beyond meeting basic accessibility standards to ensure that everyone—locals and tourists alike—can participate in its rich culture, outdoor adventures, and vibrant events.
In addition, we partnered with British Airways to cover Lucy’s flights, spotlighting Austin’s accessibility as a global destination and making it more appealing to international travelers.
By aligning with Lucy, a passionate advocate for accessibility, we sought to emphasize Austin’s dedication to making all of its attractions and experiences accessible and enjoyable for everyone, further positioning Austin as a top-tier, inclusive travel destination.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Our campaign with Lucy Edwards achieved remarkable results in showcasing Austin’s accessible attractions to a global audience. Through her engaging storytelling, Lucy brought attention to the city’s diverse experiences tailored to visitors with visual impairments. Her journey featured a wide range of accessible activities, from kayaking on Lady Bird Lake to riding a mechanical bull, all highlighting Austin’s commitment to inclusivity.
One of Lucy’s standout Reels, posted in collaboration with Visit Austin, was titled “The 8 Most Accessible Things to Do in Austin TX as a Blind Person” and received overwhelmingly positive responses, with audiences expressing admiration for Austin’s dedication to accessibility. The post sparked increased interest in Austin from Lucy’s followers, with many in the comments expressing a desire to visit.
Key metrics from the campaign:
35 posts (stories + in-feed) generated a total reach of 724K and 16 million impressions.
Each post garnered an average of 897 engagements and 15.4K reach, resulting in an earned media value (EMV) of $15.2K per post.
The campaign produced 30.5K total engagements, with 412 saves across Reels and TikToks.
The total EMV generated from the campaign reached $382K.
To further enhance accessibility, all posts included alt text and audio descriptions, ensuring that Lucy’s content was fully accessible to her audience.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
This campaign set out to promote Austin’s accessibility and inclusive tourism experiences while expanding awareness to a global audience. The results exceeded expectations, with 16 million impressions and 30.5K total engagements, demonstrating strong interest in Austin as a travel destination for all abilities.
Financially, the campaign delivered an impressive return on investment. With an out-of-pocket expense of $10K, the campaign generated $382K in earned media value, resulting in an ROI of 3,720% or 38:1. This high return underscores the effectiveness of partnering with the right influencer and strategically showcasing Austin’s accessible attractions. The campaign succeeded in positioning Austin as an inclusive destination for travelers
Entry Title
Austin for All: Showcasing Accessibility and Inclusivity Through Influencer Storytelling
Division
Public Relations/Communications - Diversity, Equity, Inclusion Marketing
Category
Public Relations/Communications