Situation
We saw a perfect opportunity to combine the launch of Beyond Yoga’s newest athletic wear line, “Seek Beyond,” with Visit California’s goal of raising awareness of the state as a wellness and fitness destination. The tranquility of Northern California became the backdrop for an immersive influencer retreat showcasing premier wellness and outdoor offerings. The collaboration seamlessly connected both brands through their shared values and experience-driven storytelling.
Action
Visit California, MMGY and Beyond Yoga cocreated a multiday influencer retreat timed with the new apparel launch to maximize exposure to the destination alongside the athletic wear campaign. Designed to generate authentic, high-quality content at scale in alignment with both brands’ values, 16 influencers and journalists were carefully selected based on audience alignment, engagement quality and diversity, ensuring representation across body types, backgrounds and content styles.
Results
Targeting fitness- and wellness-minded women seeking active and wellness-focused travel experiences, our carefully selected influencers and journalist created over 500 pieces of high-impact, social-first content. The resulting content garnered 16 million impressions and 260,000 engagements. Through a strategic brand partnership and excellent timing, we reinforced California as a restorative travel destination while extending reach to Beyond Yoga’s audience with authentic, creator-led storytelling.
