Campaign Overview

"Despite controversies around privacy, hacking, fake news and other negative aspects of the online life, the world continues to embrace the Internet and social media. With a million new people around the world adopting online every day, consumption of digital information shows no sign of slowing. 45% of the world's population are now social media users: a whopping 3.5 billion people"

We Are Social, Global Digital Report 2019

In today's age of digital media consumption, travellers are increasingly turning to social media platforms such as Instagram, to make travel decisions. Instagram, which has more than 500 million active users, has the potential to influence travel decisions to a great extent through compelling imagery. According to a recent study by Mediapost. 48% of Instagram users rely on Instagram photos and videos to help choose their next travel destination, while 35% of users look to Instagram to discover new places.