VCA Influencer Campaign


To celebrate the marriage between Prince Harry and Meghan Markle, Visit California tasked Black Diamond with creating a PR campaign that played on the long-standing love affair between UK tourists and California and drove awareness of California as a holiday destination.

Black Diamond initiated an industry-first partnership with VisitBritain to host an ‘influencer exchange’ programme. We sent three British influencers to experience California on ‘royal inspired’ itineraries that touched on Visit California’s key pillars of luxury, culture and outdoor adventure. Simultaneously, three Californian influencers were hosted by VisitBritain around the UK on similar itineraries.  


We brought in Air New Zealand as the trade partner and CTA for consumers.


The influencers’ #LikeARoyal themed content was seeded through Visit California, Air New Zealand and VisitBritain owned channels as part of a paid social campaign.


Black Diamond underpinned the social campaign with creative pitches to leading national, lifestyle and travel publications.


90 Instagram posts / 556,018 likes / 6,673 comments 


Potential Instagram reach of 11,141,300


79 #LikeARoyal posts


15 blog posts – reach of 778,500


Promotion of nine California destination partners 


Earned media reach of 6.1 million and AVE $146K


Visit California paid social campaign – 11 Facebook posts with 1,884,832 total impressions.