Food FM’s A Bit Of A Mouthful podcast is hosted by Will Hughes, Sophie Wyburn and Michael Sladden – 3 highly influential food influencers.
Across 8 weeks in January and February 2024, Intrepid Travel sponsored 8 podcast episodes.
The sponsorship deal included:
• 15 & 30 sec credit and host read credit per episode
• 1 x weekly food trip feature per episode
• 1 x post on each presenter’s social platforms per week
• Special ‘Morocco’ episode where the hosts went on an Intrepid ‘Real Food Adventure’ to Marrakech, to deliver a special edition episode and social content.
Objectives
To increase brand awareness of Intrepid & Intrepid food trips
To drive new audience to Intrepid’s Food Trip landing page
To increase Intrepid’s Food Trip bookings
To reach a new audience
The Results
The campaign successfully drove awareness of Intrepid and Intrepid food tours, measured through the increase of new users to site during campaign (new users to food trip pages increased by +249% vs previous period, +43% vs last year)
Intrepid Travel saw an increase of food trip sales & pax during the campaign period, compared to same period last year, +22% and +21.5% respectively.
As of March 2024, Food is currently Intrepid’s EMEA’s fastest growing product category (+86% YoY).
18 to 35 product category is also up (+76% YoY) which is a key ABOAM audience category The partnership has led to additional revenue streams. With presenter Sophie now working with the Intrepid partnerships team to launch her own range of co-branded trips.
