In 2019, Travel + Leisure launched a first-of-its-kind IGTV show called Locals, a video series that tours a destination through a local’s eyes. Each episode breaks away from the crowds and see a location through the eyes of a local to find their favorite spots to eat, where to get the best view, their go-to bookshop, and other secret spots only a local would know. While the series was fun, it was not yet monetized. Designed to increase awareness for the new Porsche Macan, we leveraged Travel + Leisure’s incredible social media reach to drive brand relevance among our young, affluent, and ambitious audience. Our strategy was two-pronged.

1- Feeding the Macan target’s unending thirst for adventure, we leveraged an editorial episode of  ‘LOCALS’ on IGTV to inspire our tech-forward consumers to not simply travel from A to B, but to discover new things and experiences for themselves.

2 – To bring our viewers even deeper into the Porsche experience, we created a custom native episode of Locals that featured a Travel + Leisure editor sharing her favorite Hudson Valley experiences while driving in her Porsche Macan. Throughout the ride, she turned practical “to-do’s” into must-sees.