The Strategy

South Walton needed to expand awareness among a younger, affluent audience to build a new generation of visitors. Zehnder’s First Time Visitor research indicated that “friends and family” were key decision drivers for the millennial audience, many of whom included influencers in that category.

The objective for South Walton Unpacked was clear: a first-of-its-kind, in-market, digital influencer experience that would heighten awareness and entice followers to engage with South Walton as a brand and travel destination. The secret weapon? Social media figures who genuinely aligned with the brand’s vision, with followers primed to hear all about the destination. Combining cutting-edge software and decades of professional experience, Zehnder handpicked eight influencers whose presence and follower profiles matched the adventurous, welcoming, fun-loving spirit of South Walton. Deliverables for each creator included Instagram posts during the trip and a wrap-up post following.