The series of promotional ads launched by travel search engine operator Kayak shows funny episodes in the backstage life of a travel influencer and her full-time photographer/boyfriend.
Kayak’s maiden Australian digital campaign, dubbed ”Boyfriends of Instagram,” is developed by creative agency B.B.E. and plays on the love-hate relationship the country has with influencers. Short trailers highlight humorous aspects of the influencer boyfriend’s life, which is full of not-so-glorious moments.
Robin Chiang, Kayak regional director and head of APAC flights, said in comments on the campaign:
“‘We’re thrilled to be able to roll out bespoke content for the Australian market, while at the same time have some fun with travel influencers in a way that resonates with the Aussie psyche.”
The initial 15-second trailer is supported by a longer mockumentary-style video that allows the audience to get a better idea of the couple’s behind-the-scenes stay in the hotel.
“The ”Boyfriends of ‘Instagram’ trend started in Australia, so it’s a great way for Kayak to reintroduce itself with an Aussie-made campaign,” B.B.E. strategy director Tim Evans said in explaining the idea behind the promo project.
“We had a lot of fun conceptualizing and producing this work, and so hopefully it gives everyone a laugh while encouraging them to book their next holiday with Kayak,” he added.
Australian actress Isabel Durant features as a travel influencer, while actor Ash Williams plays the role of her boyfriend and photographer.
Durant has an Instagram account with nearly 300,000 followers. She is famous for her role as mermaid Ondina in Mako: Island of Secrets and Grace Whitney in Dance Academy.
Meanwhile, the Australian city of Broome has welcomed over 40 of the world’s biggest social media influencers, who have come to attend the second annual GoPro Creator Summit.