They say a picture is worth a thousand words

Boasting more than 500 million users sharing the things they love, Instagram offers a window into their world.

Icon and Choice Hotels Asia-Pac saw an opportunity to capture and share travel stories by Australians through a creative campaign. Methods were researched on how best to capitalise on Instagram’s popularity, including its rise in influencers and experts. With over 270 properties in Australia, New Zealand and Singapore, Choice Hotels provides a wide range of accommodation across diverse destinations – each with its own story to tell.

Icon and Choice Hotels launched #ChoiceTravelGrammer2016 in June 2016. 

The following month, on Saturday 30th July and Sunday 31st July, twenty TravelGrammers from across the country visited a Choice Hotels property for a fun-filled weekend of adventure. Their mission was to document the true essence of the Choice Hotels brand through unique and creative Instagram posts. TravelGrammers explored the local area and were treated to a variety of activities including swimming with crocodiles, watching the sunrise with kangaroos and a helicopter ride over Tasmania.

Photo: Jules Ingall (@JulesIngall)

As part of the campaign, Icon engaged Lauren Bath (@laurenepbath), Australia’s first professional Instagrammer, as the campaign host to drive interest in the #ChoiceTravelGrammer2016 event; and ultimately work to raise awareness of the Choice Hotels brand.


For Choice Hotels Asia-Pac, the TravelGrammer campaign was a social media success. The campaign hashtag, #ChoiceTravelGrammer2016, generated more than 450 posts, including an overall reach of 12.3 million across all social media channels. TravelGrammer Shane Taylor (@shaniac_t_photography) was the top content contributor with 29 branded posts, far exceeding the expected 10 posts.

Choice Hotels saw a rise in levels of awareness and engagement amongst consumers, travel and industry trade audiences. Followers of @Choice_Hotels_AP grew 255% from 541 at the beginning of the campaign to 1922 following the announcement of the winner. Articles about the campaign and winners featured in trade and online publications which pushed the campaign’s total global reach to more than 12.6 million across both traditional and social media.

Over the TravelGrammer weekend, Choice Hotels Asia-Pac's share of voice against other major hotel brands on Instagram was 36.5%, a substantial increase when compared to previous weekends. 

Choice Hotels Asia-Pac crowned TravelGrammer Jules Ingall (@JulesIngall) of Gold Coast, Queensland the #ChoiceTravelGrammer2016 winner. She will soon join Lauren on an exclusive three-day trip to launch her Australian travel Instagrammer career.