Bogotá Cycling Program

Bogotá is the colourful beating heart of Colombia. It’s a place to find the best of both worlds, where colonial buildings are carefully preserved and modern boutique hotels bustle with life. Bogotá Tourism also boasts world-class cycling trails. The goal was to showcase this to an international audience of travel and cycling enthusiasts across North America and Europe.

To accomplish this objective, we developed a program focused on Instagram influencer marketing supported by sponsored advertising across Facebook and Instagram. Social media is a popular environment for travel inspiration. Influencers were tasked with posting original and supplied content tied to Bogota cycling. For maximum engagement the focus was placed on mid-tier influencers with 5-20K followers.

Content from the top performing influencers was amplified through Facebook paid posts in single image and carousel formats for additional reach and to drive traffic to the website. The campaign was setup and optimized for two different KPIs – post engagement (likes, comments, shares) and website traffic. Bogota’s cycling program and out-performed industry benchmarks for digital KPIs across the board.