Avani Maldives: Engaging Millennial & Gen Z Audiences Digitally
The Brief
Boost engagement with Millennial and Gen Z audiences across Avani’s digital platforms—two key growth segments for the brand.
Our Approach
We devised and managed the ‘Avani Tribes’ campaign, a playful and personalised travel concept built around six distinct traveller types: Water Baby, Romantic, Adventurer, Wellness Wanderer, Creative, and Foodie. Users took a fun online quiz to discover their tribe and ideal Avani escape, amplified by a custom social filter to share on social media.
The Launch
We kicked things off with the ‘No Sleep, Sleepover’—a high-energy media event in London attended by top-tier travel, lifestyle, and wellness influencers. The activation featured nostalgic 90s touches, brand storytelling, and giveaways of Avani stays.
We identified well-loved influencers with strong engagement but more importantly with personalities and profiles that matched our travel tribes.Popular design and DJ duo, CollyerTwins, showcased romantic and wellness stays in Avani properties in Venice and Amsterdam, highlighting how to experience Europe’s popular city breaks in innovative ways and delivering aspirational content to their audience of 73,000.
Gastronomy expert, Shu Lin, known for her engaging content focusing on street food to fine dining as Dejashu explored Lisbon as a Foodie Tribe ambassador, tying in a giveaway that boosted reach and engagement whilst reaching her 125,000 followers.
Our influencer work was amplified by a digital and social partnership with online lifestyle bible, House of Coco spotlighting each tribe with custom press trips and social coverage.
