With more than a decade of tourism PR and marketing experience, Emma Mead was an early adopter of Influencer Marketing for VisitBritain. Under her leadership, the company has seen many successes with their influencer campaigns including ‘Best Global Partnership 2017’ (PRWeek Global Awards) and ‘Europe’s leading Marketing Campaign 2018’ (World Travel Awards). More recently, she has been examining the metrics used in reporting influencer campaigns to see how she can better demonstrate the impact they have on organisational goals. This work has led to transformation in the way that campaigns are measured at VisitBritain and she now advises on how to include (and evaluate) influencers as part of the marketing mix across government and to destinations tourism organisations globally.
“The quality of award submissions, the range of topics covered and calibre of the brands and agencies in attendance were a fantastic tribute to the most exciting and fast growing digital advertising technique that is influencer marketing. I'm looking forward to the future events!”Joseph Harper, Kellogg's UK & Ireland Social Lead
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