We were in food heaven this October as we launched Heathrow’s October Food Month with a multi-channel creative campaign, which was born out of research we conducted into the rise of the Instagram foodie traveller.
We helped the airport become the first ever to appoint Food Instagram Ambassadors in residence, to assist Brits in upping their Instagram game when dining out on their travels, following research which revealed the UK’s Instagram obsession was fuelling a major food tourism trend, with one in seven UK travellers no choosing a holiday based solely on food seen on Instagram.
The research went on to reveal that whilst many have a keen eye and confidence in taking beautiful food imagery, one in five said that they have decided not to post a photo on Instagram as their photography skills weren’t up to scratch, with a third (32%) saying they would love advice on how to perfect their Instagram food photography.
So, to help passengers ensure passenger social snaps were more ‘fine dining’ than ‘dogs dinner’ we brought in the helping hands of sibling social foodie stars Hemsley + Hemsley to create a guide to perfecting food photography skills for Instagram. The helpful video tutorial, featuring the girls’ top ten tips, was made available to all passengers as they logged into the airport’s wi-fi to ensure that their culinary adventure started right there at the airport.
We also engaged restaurants across terminals, with Hemsley + Hemsley consulting on menus by putting forward the most Instagrammed on-trend dishes from across the globe (after all they’re quite the jet setters!) which inspired new ‘Instagram Special’ dishes that were made available in restaurants throughout the airport including Gordon Ramsay’s Plane Food, Heston Blumenthal’s Perfectionist’s Cafe, Fortnum & Mason and Gorgeous Kitchen, to name just a few.
In addition we commissioned award winning food and travel writer Andrew Webb, who along with Hemsley + Hemsley, penned the ultimate guide to Instagram dining across the globe in the form of The Taste The World Report – with spotlights on the most hash tagged food destinations, where to dine for the ultimate Insta shot when you’re there, what hash tags you should use to up your likes and finally the ‘must try dish’ in each city.
Top off with an in-terminal experiential supported by Heathrow’s very own Food Ambassadors, and you’re in hash tag heaven.
So far we’ve generated coverage across the national and consumer press in the likes of Metro, Mirror.co.uk, Sunday Mirror, Independent, MSN and many more, racking up a total of over 25 pieces of coverage to date and a social reach of over quarter of a million.