1. Influencer & Partnership Strategy

A. Key Influencer Identification

Objective: Collaborate with influencers who embody IHG’s sustainable luxury ethos and engage affluent, eco-conscious travelers.

1. Influencer Criteria

Ideal influencers should possess:

• Niche Focus: Specialization in sustainable travel, luxury lifestyle, or cultural exploration.
• Audience Demographics: Followers aged 25-45, higher-income brackets, environmentally conscious.
• Authenticity: A proven track record of transparent and genuine content.
• Engagement Metrics: High engagement rates indicating active and involved audiences.

2. Shortlist & Rationale

A curated mix of local and global influencers to maximize reach:

1. Shivya Nath (@shivya)
   • Background: Author of "The Shooting Star," Shivya promotes sustainable and offbeat travel experiences.
   • Alignment: Her advocacy for eco-friendly travel resonates with IHG's commitment to sustainability.
2. Christine Williams (@dontforget2move)
   • Background: Award-winning travel blogger focusing on sustainable travel and lifestyle.
   • Alignment: Her content encourages responsible tourism, aligning with the campaign's ethos.
3. Elora Hardy (@elorahardy)
   • Background: Bali-based architect and founder of Ibuku, specializing in sustainable design.
   • Alignment: Her local influence and dedication to eco-friendly architecture complement the campaign's focus.
4. Kate Nelson (@plasticfreemermaid)
   • Background: Advocate for plastic-free living and ocean conservation.
   • Alignment: Her environmental initiatives align with IHG's sustainability goals.
5. Ben & Ciara (@goinggreenmedia)
   • Background: Creators focusing on sustainable design, eco-travel, and plant-based lifestyles.
   • Alignment: Their content promotes eco-conscious living, mirroring the campaign's message.

3. Collaboration Ideas