As many of us can attest, it’s hard to stay fit when you’re constantly on-the-go – especially while traveling for business. Recognizing that many of its travelers are health-conscious, 360i client National Car Rental wanted to do something to help road warriors with their healthy living efforts.
National has recently launched the ‘Healthy Business Traveler’ program – an influencer marketing effort that provides a value-add for its customers through simple, straightforward tips that travelers can use when they’re on the road for business.
For this campaign, National partnered with FitFluential – a nationwide network of fitness enthusiasts – to create videos and blog posts that show travelers how they can stay healthy while on-the-go. The content series hits five key business trip spots through a fitness lens: the airport, waiting (e.g. in line at the hotel or waiting for a meeting), the hotel room, in-transit and outdoors.
Beyond FitFluential, the content is being shared within National’s social channels to help build awareness among the brand’s core fans. And to get the conversation going, the brand is hosting a special Twitter chat on June 11 at 12 p.m. ET. The chat will be co-hosted by National (@NationalPro) and FitFluential (@FitFluential). Travelers can participate and follow along via the hashtag #HealthyBizTravel.
The ‘Healthy Business Traveler’ program gives National customers a new avenue of engaging with the brand beyond, and in addition to, the car rental experience. By identifying a core challenge among travelers and creating content to help address it, the brand is connecting with existing fans in a valuable way, and entering relevant conversations among a broader group of business travelers.
Here are some tips for success when it comes to partnering with influencers to create custom content for your brand:
- Identify a new point of entry. Consider your core audience’s passions beyond what you’re trying to market to them. Your audience is comprised of unique individuals with personal interests outside of your brand’s vertical. Connect with them on a personal level to keep engagement and loyalty high, and to reach new consumers.
- Tap into the power of third-party influencers. By partnering with trusted experts in the field, National is providing travelers an authentic experience direct from fitness experts with authority in the space. Although fitness is not an area of expertise for National, the brand knew it could still add value by working with the right partners. Thanks to this insight, National travelers will now have digital-personal trainers with them every step of their next business trip.
- Seed content in the right places. Given the saturation of social content out there today, how you place and promote your content is just as important as the content itself. By sharing unique FitFluential content with National’s communities, the brand is providing a novel experience that piques the interest of even the most avid fans.