The Ask
Leverage key seasonality across social media to create new reasons to visit Charleston, highlighting hotels, outdoor activities, plus art and cultural experiences.
The Solution
To create a compelling personal narrative of discovery, Afar tasked our social media editor, Tiana Attride, with exploring Charleston and capturing original social content to promote spring and fall travel. On each trip, Attride crafted her itinerary through the Afar POV—checking into distinctive hotels, enjoying seasonal activities such as crabbing and golf, dining at city hotspots and lesser-known gems, and diving into the arts and culture scene. Afar debuted this content with four seasonal Instagram Reels, creating an authentic, first-person take on why Charleston is a must-visit, along with actionable recommendations for travelers to save and share.
To increase campaign reach and impact, Afar aligned Charleston with seasonal editorial launches that complemented key brand pillars: Hotels We Love, Holiday Cities, Southern Hospitality, and Best Food Neighborhoods.
