Finding the Customer

Are Lavish Influencer Trips Still Valuable for Brands?

Marketers look to sponsor experiences that impress creators—without irritating consumers

illustration of camera sitting in the middle of colorful hills — These trips facilitate a more intimate relationship between creators and brands, but they also carry risks.Kacy Burdette

By Emmy Liederman

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When GoPro hosts complimentary product tutorials for creators, the brand tends to tack on a few additional perks. Instead of offering product education workshops over Zoom calls, GoPro spells out optimal camera settings for influencers between skydiving sessions in Switzerland, surfing lessons in Costa Rica and snowboarding excursions in Japan.

While 70% of the brand’s influencer marketing budget is dedicated to these lavish trips, GoPro does not require attendees to even mention them on social media.

“We

Emmy Liederman

Emmy is an Adweek staff writer covering agencies, influencers and the creator economy.

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