Bright blue sky with white clouds above the thatched roof of a small red building at the bottom edge
Submitted by WE ARE KOMODO

Visit Jamaica x Boohoo Influencer Activation

Komodo ran an integrated influencer activation for Visit Jamaica in partnership with Boohoo, hosting nine influencers over six days and reporting 10m impressions.

14%engagement rate
10mimpressions
£72krevenue

Case in 60 seconds

Visit Jamaica needed to increase awareness of the destination and reach consumers it did not already hold, which is difficult for a destination brand working from its own audience alone rather than an established retail following.

The campaign appears to turn on tonal fit rather than audience size, because Boohoo's bright summer campaign already put its shoppers in the mindset a Caribbean destination sells, so the two brands could share consumers without either message reading as an interruption.

Komodo built the work as an integrated influencer activation in partnership with Boohoo, aligning both marketing strategies so the two brands expanded each other's reach into new consumers rather than each buying that reach separately.

Komodo hosted nine influencers in Jamaica over six days to drive social growth, spark engagement and create fresh content, with Boohoo selected as the brand partner because its bright summer campaign aligned with Visit Jamaica.

Komodo reports 10m impressions, a 14% engagement rate and £72k revenue from the activation, though the page gives no measurement window and no base against which the rate was calculated.

Strategy Breakdown

New consumers for Visit Jamaica reached through Boohoo's audience, described on the page only as new consumers the two aligned marketing strategies could directly target.
Destination marketing has to convert awareness into bookings, and a tourism board's own channels reach people who are already interested, so growth depends on borrowing an audience that has not yet considered the destination.
Visit Jamaica supplied the setting and the reason for the trip while Boohoo supplied a matching summer campaign and a retail audience, which let each brand carry the other into consumers it did not already hold.
Based on the available evidence, the six-day hosted format assumes that content made on location and released by nine creators at once reads as a shared moment rather than as nine separate advertisements, which is what lifts engagement.

Creative & Execution System

Assets & channels

  • content

Partners

  • WE ARE KOMODO

Creator role

  • 9 influencers

Results & Evidence

MetricValue
Engagement Rate14% - Engagement Rate
Impressions10m - Impressions
Revenue£72k - Revenue

Why WE ARE KOMODO's strategy worked

  1. 1

    A destination brand can reach new consumers faster by aligning with a retailer whose seasonal campaign already carries the same tone, because the partner's existing audience arrives primed rather than needing to be persuaded into the category.

  2. 2

    Concentrating nine creators into a single six-day hosted trip produces a content library and a burst of coverage at once, which suits an awareness brief that also has to show engagement and revenue rather than reach alone.

  3. 3

    Reporting revenue alongside impressions positions an influencer trip as a commercial exercise rather than a brand-awareness cost, which is the argument a tourism board needs in order to fund a second one.

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