This Summer’s Brand Trips

A Shift in Influencer Marketing

This summer, brands are taking a different approach to their European holiday destinations. Instead of the typical influencers, they are bringing substantials, brand consultants, photographers, chefs, gallery owners, and filmmakers to showcase their own social supporters.

Unique Guest Lists

J Crew, for example, brought a unique group of guests to the Hotel Masseria San Domenico in southern Italy. The list included Substackers, media personalities, stylists, and author-influencers. Similarly, Matteau celebrated its 10th anniversary at Saint Raphaels Les Roches Rouges-Nur with "Friends of the Brand", excluding press.

Intimate Brand Experiences

The guest list for these trips is carefully curated to include individuals who align with the brand’s values and aesthetic. As Ilona Hamer, co-founder and creative director of Matteau, puts it, "The guest list contained the kind of women with whom we want to spend our days with, whom we want to spend the sea with." Comme si also started Comme si Sport with a trip to the luxury biohotel Stanglwirt in the Austrian Alps, inviting friends of the founder, including photographers and creative consultants.

A New Era of Brand Marketing

These brand trips mark a shift in influencer marketing, where brands are opting for more intimate and meaningful experiences with a curated group of individuals. By doing so, they aim to create a sense of community and showcase their brand in a more authentic way.