Visit McMinnville
Influencing a gravel-filled outdoor adventure through McMinnville
The Challenge
Well known for its proximity to the Willamette Valley AVA, Visit McMinnville was eager to reach a new audience: gravel bike riders. They wanted to highlight a series of unique benefits to this niche group, including the small number of cars and trucks to watch for on rural, gravel roads, and the amazing views throughout the Willamette Valley matched only by its award-winning wine.
Visit McMinnville has an established brand, voice and tone - never pretentious, always welcoming. Think Anthony Bourdain: a bit irreverent, but always the expert you want on your team. With a limited budget and a hyper-specific request, our influencer team worked diligently to ensure each influencer was a resounding match for the McMinnville brand.
The Goal & Strategy
We knew we needed to engage with partners that would take their Instagram and YouTube followers on an outdoor adventure through McMinnville. We also needed content that showcased not only the beautiful countryside (by bike) but also the amazing downtown area - including its restaurants, hotels and shops - during the shoulder season of April/May.
Working with a limited budget, our team identified three cyclist influencers, each with a very different story to tell and a diverse audience.
Dustin's irreverent voice fit perfectly with Visit McMinnville's brand. He's also big on YouTube, which helped diversify our channel strategy.
Marley is a self-proclaimed "fat adventure cyclist, advocate and influencer." She is the co-founder of All Bodies on Bikes, a movement working toward body-size inclusion in the cycling industry.
Molly is a Portland-based cyclist and senior product designer. She is also the co-founder of two organizations fostering more gender inclusivity and racial equity in cycling and the outdoors.
3
Cyclist Influencers
60
Days
230K
Impressions
The Results
Twenty-two unique pieces of influencer content, garnering more than 230,000 impressions. Based on the campaign's influencer fees, the total audience for this partnership returned 2.94 cents per impression. Dustin's Ride with GPS route was also repurposable for the @visitmcminnville IG channel and website.
